Xing Jiaxing, 38, a native of Fujian Province, was the founder of La Chapelle clothing company. He founded La Chapelle in 1998 and has been focusing on the ladies and girls wear (hereinafter referred to as the ladies wear) market. Venture for more than 10 years, La Chapel opened the pace of the shop has not stopped, but the company is not profitable. In 2009, the company's sales were 500 million yuan, with a 5% net profit; in 2010, its sales are expected to reach 1 billion yuan, net profit of 10%. Time back to 1992, when Xing Jiaxing 21 years old. His home is in a small mountain village in northern Fujian. There beautiful scenery, clear spring, sparsely populated, each family has its own home has a large mountain. After graduating from junior high school, Xing Jiaxing has been doing farming at home. His mother did not agree with him out, but he still seized the opportunity. One day, the mother let him go to the city to buy saplings back planted, Xing hides to buy a few hundred dollars of saplings, went to the city do not know what to do. He saw a garment printing press class name, ready to learn technology. He told his mother that the tuition fees had been paid and not wasting money. Mother helpless, had to continue to take money to let him learn. After finishing the training course, Xing found a Taiwanese-owned garment factory in Fuzhou. After a few months he does not think he can do his own basic work and can not learn the core technology. He went to Beijing Institute of Clothing Institute for six months fashion design, and then returned to the original company to do sales. Taiwan boss sent him to open a branch company in Wuhan, was very difficult to open a branch in the field at that time, and the procedure was complicated. Just a friend in Shanghai to do clothing agents, doing very well. He returned to Shanghai again, ready to start a business agent. Own brand, continued to shop Xing Jiaxing quickly find a good mall, the clothing store opened up. "Fuzhou clothing circle is very small, only two or three shopping malls .I work hard, every day to the mall tour .Suchen women's clothing is doing, Fuzhou, the best brand .Enterprise I took Sophie Shanghai to sell, well done.Later, some other Taiwan-funded brands have also to find me to do the agent.I most of the time agents 3 to 4 brands, like the legendary clothing, Carmel, and later these brands are gone in the mainland. Xing Jia Xing said. However, it is very difficult for the agent products to continue to expand by 1998. "These brands are from Taiwan over, open factories in mainland China, sold in the mainland, in fact, Taiwan did not, the foundation is not good. Later, my shop opened up, but no goods sold. Because Fuzhou is very warm, autumn loaded Very slow, only in November, but in August and September in Shanghai will be on the autumn, so there is a stall with the mall .We think that if you create a brand, may be easier to control. "Xing Jiaxing think he has found a chance. So he first found a factory OEM, and then find the mall. OEM only need to pay a deposit, shopping centers commission deducted by sales. The threshold of the garment industry is very low, only tens of thousands of yuan can start a brand. Xing Jiaxing borrowed money to register the company and brand, also played a very popular name La Chapelle (La Chapelle). Only the early two designers, several sales staff. Because of his work before are exposed to less ladies, Xing also La Chaer Bell also located here. The last century 90's fashion market is still very junior, people's demand for clothing is still "get together" stage, today, Wang wearing a big red jacket, tomorrow, Xiao Li will wear the same one, and soon the people around are There "At that time, a garment company produces dozens of models a year and hundreds of clothes can live well and each piece of clothing can produce tens of thousands of pieces." Xing Jiaxing recalled. Launch the first year is not bad, La Chapel has two or three million yuan in sales. Because of the small company base, so the growth rate is relatively fast. After several years, La Chapel sales doubled each year. The company earns all the money it uses to expand its new store. Apparel industry depends on the upstream and downstream accounts, each order only pay a deposit, clothes sold in the mall, and suppliers checkout, the initial period is generally 3 to 5 months, since then the two sides will extend the case according to cooperation period. The mall does not charge rent, but extract part of the sales, usually about 20% in return. The cost of opening a new store is the decoration, each shop 80,000 ~ 100,000 yuan, 100 stores is 10 million yuan. La Chapelle clothes sold well, as a new sign, the same floor in the mall can be routed to the top ten. Do a good shop a month can have more than 100,000 yuan of income, but then the general brand is a few million performance. "In the past, our management was not as rigorous as we are now. We had to do more business when we open more shops and did not go down in financial terms basically, so we did not have any financial returns until 2007. We had a debt-to-debt ratio of over 100% until 2007." , Our founding team's salary is not high, I think people work, there is always deserved return, so start a business when there is a founding team's shares. I have only one house so far, no other investment. I often The company joked that it was immoral to buy a second home, "said Xing Jiaxing. In 2007, when the company's capital chain was tightened up, wages were not paid in two months. Xing believes that the developing companies can not stop, the domestic consumer market is more than 20% annual growth, if you do not open new stores, it means retrogression. So La Chapel new store expansion has never stopped, in 2007 there are nearly 300 direct sales stores. Xing Jiaxing while doing management to enhance, while financing. At the end of 2007, La Chapelle introduced two venture capital investments, and the debt ratio slowly dropped below 50%. American girl brand Candie's Fast fashion: fast in the terminal, 70% is the basic models Since 1999, Xing Jiaxing started running abroad and went to Paris, Milan, South Korea and Japan. He is constantly studying international big fashion companies: Inditex, H & M, GAP, AstraZeneca, attachment, Iger and Japan Fast Retailing Group (UNIQLO), want to know how others are doing clothing business. In China, the young lady's apparel market was initially made by Taiwanese people, followed by Hong Kong people and then Japan's Ito Jin. But the real ladies wear market is mature Europe and the United States brands, including ONLY, Iger ... ... these brands to enter China for many years, but large-scale replication began after 2005, and now they are mostly shopping malls front-line camp. It is also around 2005, the international fashion giant ZARA proposed fast fashion concept. The so-called "fast fashion", that the fast delivery time, parity and keeping up with the fashion trend. Fast fashion apparel companies generally imitate the latest big-name international brands (or through other channels to collect fashion information) to design, and then direct production and sales, the fastest time up to 12 days, the price is less than the international big-name similar models of 1/10, At the same time more styles (about 3 to 4 times the ordinary garment enterprises), but the number of single production decreased. For a time ZARA fast fashion model to become sought after by local apparel companies and imitation of the object. "In the past our designers went to Paris, very excited to rush to the store, I said slowly, you first look at what people shop in the door is what category, what version, a few colors. Every year, we see that there are more than 70% fixed in the analysis, such as ZARA this season may be mainly black and white, which also has popular elements, but only a small part. "So ten days cycle is not the normal fashion industry, but a small part of them, such as 10% ~ 20% is possible, most of them are normal production.Usually 70% are basic models, 30% is based on the popular go. See ZARA's small suit, many are basic models, almost every year. "Xing Jiaxing said," fast fashion, in fact, is fast in the sales terminal, every week there are new on the goods, the feeling to consumers is changing fast, new products constantly, Not just short supply chain cycles. " "In fact, the real well-doing clothing enterprises are data analysis, market research done well, we put it as a math problem to do, what is the proportion of black, the proportion of white, what layout, color, fabric, these programs Certainly, there are very few elements and few popular colors every year, most of which are the positioning of a brand. " Compared to the shortest 12 days ZARA propaganda cycle, most of the apparel companies are 6 to 12 months cycle. This mode of operation, the market forecast has become a crucial issue, the industry is not called "aiming." This ability is the core strength of the enterprise, is a guarantee of high sales and low inventory. In La Chapelle, clothing by next May next year, and now all orders under production. From design to clothing market at least six months, but in the terminal store is every 15 days last new stock, each on 30 to 40 models, each brand has more than 1,000 models each year. How to "aim"? The database is an important force. When to change the autumn, summer; summer season, when to sell T-shirts, when the dress, dress sale; the impact of monthly weather conditions, such as Shanghai are usually 0 degrees above zero, suddenly a few degrees below zero Caused a lot of down jacket sales. Buyer mode is another important way to grasp the market. Xing Jiaxing said: "In fact, the global really good design is the buyer team is doing, this is powerful alliance, so we will gradually from the designer team into a buyer team, so that buyers to collect good style around." In 2009, Wang Yong and Xing Jiaxing, vice president of Lenovo's investment and investment who are looking for consumer companies, met through insiders' knowings. The two sides talked about twice and Lenovo invested more than 10 million U.S. dollars in two rounds. Multi-brand: 1 1 how to be greater than 2 Back in 2003, La Chapelle opened a 200-plus-square-meter shop at the Grand Gateway in Shanghai to try and see how big shops in the Shopping Mall can make money. The store from 2003 to the first half of 2009 a total loss of tens of millions. However, Xing Jiaxing did not stop, but also proposed to expand the area of ​​Beijing Zhongguancun store, and Beijing Xizhimen Jiamao shopping center opened a large store of 1,000 square meters. "Why do you have to lose money?" Wang Yong asked Xing Jiaxing. There are a variety of clothing channels: shopping malls, usually selling clothes and shopping malls are divided into settlement; Street boutiques, need a separate registration management, their own business; Shopping Mall which is the big shop (general area of ​​500 square meters ~ 1000 square M), pay the rent on a monthly basis. "About this model, Lenovo CEO Lee and Wang (Lenovo Legend Managing Director Li Jiaqing and Legend Capital, Wang Yong, vice president of investment and investment), said the statement shopping mall counters are profitable, large stores are not profitable. They are questioning the big store model I talked with them for an entire afternoon, and they finally accepted it and gave their full support. Xing Jiaxing said to investors: "We understand this industry, know what the future direction of development. Department stores are in the downtown area, this resource is very scarce, but Shopping Mall is generally emerging in the city area, has just started, Far from being developed in China. In the future, in order to be more efficient, department stores must raise the unit price, which means that the age of customers must be raised and the high-priced products are consumed by older people. Then the department store will become a very noble Local fashion is not like Japan's department stores, most of the mature age groups in the consumer so the future direction is Shopping Mall, which in the future will be a lot of promotion in China.Environment comfortable, spacious, long lease, stable rent " More importantly, the company found the key points of the big shop's profit: "The main reason for the loss is not enough distinction between the style of our several brands.We used to put a few brands together to sell, but the style is not very different, then we put Style is very different.La Chapelle is elegant, classic style, for women aged 25 to 35. La Chapelle Sport for 20 to 30-year-old girl, tend to casual style.Candies are 16 to 24 years old, for the college students, partial Sweet and cute style, so people who like different types of clothes can go shopping, so 1 1 will be greater than 2. " Initially, La Chapelle made two small shops outside Beijing's Xizhimen Jiamao Shopping Center, and later adjusted into a big shop inside. The rent was about the same as that of the two small shops. In the past, the two small shops made 300,000 / month and now A large store to do millions of yuan / month performance. La Chapelle has now done a lot of big stores, roughly 500 to more than 1,000 square meters. To tie in with the company to open big shop strategy, La Chapel strengthened design strength, each brand increased by nearly 50% of the models in 2011 will reach three women's brand more than 3,000 models. Xing Jiaxing's idea is that La Chapelle and La Chapelle Sport two brands main mall. Candies and the men's brand is being launched main shopping center, these two brands are more younger, the price is relatively cheap. "There are many foreign brands in the mall, but there are not many companies behind the operation of these brands." Ladies and gentlemen, nowadays China is gradually decentralized to the process of concentration. "Wang Yong said. Xing Jiaxing thinks La Chapelle is still in the "chain multi-brand exploration stage" and basically keeps adding a new brand every year. "It is our future direction to replicate the brand with the way we have worked out. Our first brand is La Chapelle and the second is La Chapelle Sport. Now the company has achieved sales of more than 1 billion yuan and two Each brand accounts for 50%, indicating that copying the first brand has been successful. "Xing Jiaxing is confident about the future. Investors comment Lenovo investment stress "systematic play." For the "food, clothing and housing industries" in the field of consumer products, we hope that there will be systematic research. "Wear" this one, marketization of competition is very full, and is moving from decentralization to concentration, we think this is a good opportunity to enter. For La Chapelle, we also studied its front end, mid end and back end in a systematic way. The front is the channel. When we looked at the company, it had about 600 shops, all over the country, reflecting the team's strategic goals. The middle is design. At the beginning we are more concerned that if a garment business which season just did a good job without the ability to continuously grasp the market, it is difficult to have a big future. To test this is also simple, shopping malls is a very cruel environment, the basic adjustment every 3 to 6 months. Because shopping malls and clothing companies to take part in the system, if a single store profit can not keep up, will soon be rid of the mall. La Chapelle has done so many years, shopping malls have been ranked relatively high, which on the one hand proved its design capabilities. Back-end is the supply chain, whether it is able to meet the demand in the ever-increasing volume, La Chapel has done a good job. Xing this person is very specialized, have not done other industries, every day is to study how to do business. Actually doing any line, the temptation on the road are many, but he is really love, can see the prospect of this line, this is very rare. If a company has the basic ability to have it, but at some stage, because of limited funds to expand limited, coupled with the management room for improvement, this is our chance. After many discussions, we think that La Chapelle's foundation is there. It is at a node that can be exploded. As long as the capital comes in and the system operation and management continue to improve, the single store growth capability is released. La Chapelle since the second half of 2009, single-store sales year over about 40% increase. Childrens Clothing,Childrens Suits,Childrens Garments Dresses,Tank top,Tops Co., Ltd. , http://www.nsclothings.com
November 30, 2018