Chongqing cashmere sweater king: orders just like snowflakes

Shoes brand Guinness shoes brand Daquan men's shoes brand Daquan children's shoes brand shoes join children's shoes to join

Originally free to join the chain model, the franchise store into their own order window.

There is no capital, starting from earning processing and processing fees for Others ; there is no channel to start from the construction of individual channels for price reduction; there is no scale, from the extension of the industrial chain, in the ups and downs of the upstream and downstream industries to benefit from the ... ... from the creation of In the family workshop, to the boss of the clothing company with sales amounting to tens of millions of yuan, from the most common migrant worker to the explorer of the sales pattern of the cashmere industry, Zhang Deying has come all the way and only spent 6 years.

Unexpectedly, Zhang Deying's initial entrepreneurial justification was simply "too heavy to sell insurance, not to care for her husband, and she wanted to have a workshop to make money and take care of the family."

Two months ago, "Chongqing wool sweater king (Dawang specialty store)" Zhang Deying boarded a plane and went to Qinghe County, Hebei Province, known as "the cashmere capital".

90% of the world's cashmere processing products come from China, and Qinghe County is China's largest cashmere distribution center, occupying half of the country’s cashmere production. Many top-tier companies such as Tianshan, Xuelian, Luwang, and Erdos have gathered here. However, in recent years, Qinghe's cashmere industry suffered heavy losses in the international market. About two-thirds of the companies suffered losses. One-third of the companies were struggling to support the industry's average profit fell to 6% to 8%.

In this context, Zhang Deying, the dark horse from Chongqing's cashmere sweater processing industry, can gain a firm foothold and use her business model to conquer Qinghe?"

Born chicken generation processing

9 years ago, Zhang Deying, who worked for many years as an insurance company, was suddenly tired of this line and was determined to “wash his hands in gold pots” and bid farewell to the insurance industry. Before that, she observed that the cashmere sweaters in the shopping malls sold very well and the prices were also high. Highly ridiculous, a bite, took out 2100 yuan deposit to buy a knitting machine, opened a cashmere sweater production workshop in the home. Cashmere is known as "soft gold (gold store)," said. Cashmere apparel is a high-end consumer goods Zhang Deying, who had just entered the industry, did not understand when the fashion, international and domestic cashmere clothing market fluctuated greatly --- catch those who are able to get rich, but earn enough money to get full; but encountered the market's trough, the withdrawal may also be an overnight Lose tiles are missing!

The first problem faced by Zhang Deying was the capital problem. With the knitting machine, cash capital was also needed to buy cashmere. After several years of insurer beatings, just relying on a little commission for selling insurance, she did not lose much of her savings. All the deposits in the bank were taken out to buy cashmere raw materials, but also a few cashmere sweaters could not be weaved. Frustration, she could only use chicken eggs as a survival strategy. She found in the city some cashmere sweater production and processing of more orders , For the people foundry. Every day, she used the cashmere thread provided by others, in accordance with the processing style requested by others, weaving cashmere sweaters at home, earn some processing fees. Because they do not need to occupy their own liquidity, she feels that such days are very moist. She gradually expanded her scale, and soon she bought two more machines and hired a few workers to work together. The more the machine was bought, the more workers were hired and the scale of the venue was expanded. Zhang Deying was also from the family.

Fang's "Boss and Workers" has become a contractor for processing and producing a combination.

Unfortunately, the good times did not last long. After three years, the rapid changes in the international market dragged down the upstream companies that took orders from customers. There was a business, and Zhang Deying could have got a processing fee of 100,000 yuan, which was deducted by 40,000 yuan at a time. In that year, Zhang Deying did not earn any money except to remove personnel wages and dozens of knitting machines purchased as fixed assets.

A small shop outside the sky

After the frustration, Zhang Deying awakened, instead of doing wedding dress for others, piecemeal to earn a little eye-catching OEM costs, not as good as their orders, to open up the market.

But she also knows that it is costly to do this business. In addition to the purchase of raw materials to take up a large amount of their own funds, as a luxury cashmere sweater, only take the high-end stores. Even those big manufacturers, relying on existing brand awareness , To open a counter in a high-end store, you must also pay a high admission fee. At this time, Zhang Deying did not have such financial strength, let alone brand influence!

Guarding dozens of knitting machines, Zhang Deying frowned. Thinking about it, she gradually realized that she could easily get rid of the “order exploitation” of her own brand manufacturers, but could not get rid of the sales bottleneck.

How to do? Large shopping malls, high-end stores can not enter, to open their own sales outlets. Zhang Deying desperate in the Xinhua (Xinhua store) road under the next facade, began to tailor cashmere sweaters for customers. In those years, general shopping malls There is no cashmere sweater that is less than RMB 1,000/piece. Because of its high price, no manufacturer dares to produce too much of a certain type and size of cashmere sweater product, so as to prevent the product from occupying liquid funds.

In view of this situation, Zhang Deying discovered a market space that was out of the sky. She collected samples of various types of cashmere sweaters for customers to use as a reference for custom-made cashmere sweaters in the store opened on Xinhua Road. The scope of choice offered is even more than that of shopping malls. Its custom-made prices are mostly in the range of 300-500 yuan/piece, which is much cheaper than the cashmere sweaters in shopping malls. With its variety of designs, professional knitting techniques and one-on-one Service, the reputation of Zhang Deying cashmere sweater soon became a tree, and the sales situation quickly opened.

Original free joining mode

However, there is no forest, only relying on a custom made facade sales, Zhang Deying's dozens of knitting machines still can not guarantee full-load operation. Seeing that half of the machines are there vacant rust, Zhang Deying Jin Yun lock eyebrows: she can not take more More money to open new facades.

At this time, she thought of the franchise as a routine for borrowing ships to go to sea. The Chongqing hot pot industry's big brothers are almost always relying on this business model. This is a way to save money and quickly expand the brand. But Zhang Deying The practice is more original and has a longer-term perspective. She decided not to receive any initial fee. As long as there are franchisees willing to use the brand of "Man Baoluo" cashmere sweater, she will provide him with free shop training. The investment is not high, the threshold is not high. The news spread that many laid-off women workers came to Xinhua Road "Man Baoluo" head office to accept the training of Zhang Deying and become franchisees of "Man Baoluo" ... In this way, 10, 20, 100! Zhang Deying's franchise network spread quickly in Chongqing and Sichuan. The alliance merchants, through their respective stores, took orders from customers for tailor-made cashmere garments, unified production by Zhang Deying's knitting production line, and sent it to more than 100 franchisees. Portal network.

"Now, my annual sales are tens of millions of yuan. Although the sales revenue is not the largest in the country, the stock is certainly the smallest and can be controlled within 5%." Zhang Deying is very confident in this personalized customization and sales road. Although the profit is not large, it solves the problem of lack of liquidity and underworking of knitting machines.

At the same time, Zhang Deying created a factory + ordering facade model that allows her to reach consumers from zero distances and capture the ever-changing market information.

In these years, she discovered that the sales season of cashmere sweaters was generally 40 days before and after the Spring Festival. On the eve of the Spring Festival, after the 15th month of the Lunar calendar, the sales volume began to drop sharply. Therefore, before the sales season, Zhang Deying will prepare Although 20% of the total sales during the busy season accounted for more than 1 million yuan in liquidity, because she had collected a lot of customized information, she knew from time to time which type of model was the best-selling model of the year. Therefore, Zhang Deying was always able to Prepare for the sales season quietly and seize market opportunities.

Into the upstream industry chain

After the market expansion, it will inevitably encounter new industrial bottlenecks.

The problem that plagued Zhang Deying at the moment is that the quality of the cashmere she purchased from Inner Mongolia in large quantities every year is not stable, and the price is fluctuating. Sometimes even high prices can not buy good products. The quantity and quality of cashmere materials cannot be guaranteed.

In order to solve this dilemma, Zhang Deying decided to expand its own industrial chain upstream raw material purchase.

Qinghe County is not only the largest cashmere distribution center in the country, but also has the advantage of being adjacent to the Beijing-Tianjin market. The annual international cashmere trade fair makes it an information exchange center for cashmere products and technology. It is the source of change. Realizing that the business model of own factory + ordering facade should continue to develop steadily, it will take root in this place.

Cashmere industry has such an unwritten rule: half of the industry's profits in the cashmere and spinning links; the other half profit in the knitting sector, the profit level is about 100,000 yuan / ton.

Zhang Deying, who has already won the profit from sales, decided decisively to establish his own raw material reserve processing base in Qinghe as soon as possible to store raw materials when the market is low, and to process the products when prices are high. She believes that with this complete industrial chain, "Man Bao Luo's ability to resist risks will be strengthened, it will be able to resist the fluctuation of raw materials and end markets to a certain extent, seize the low point of the raw material market, and seize the peak of the terminal market.

Zhang Deying told reporters that the cashmere sweater industry is an industry with low technical barriers and high capital barriers. She started from a 2,000-yuan knitting machine and now has an initial industrial chain. He has always been committed to overcoming the bottleneck. However, in reality, the weakest link in the business model she created is the low technical threshold. As long as the company's employees or franchisees thoroughly understand the details of Zhang Deying, it is very possible that “Man Po Luo "Shan Fei. After all, in the entire production chain controlled by Zhang Deying, as long as you master the four or five links, you can set up a separate portal. Once you set up another portal, all solo flights will become their own commercial opponents. At present, Zhang Deying's biggest heartache is fear of "backyard fire."

The salary level of the textile industry is not high. Instead of working hard for people, it is better to start a business venture. This is the original intention of Zhang Deying's entrepreneurship. Now it has become a life gate that may kill him. Zhang Deying said that in order to stabilize the production line On the basis of such treatment, if the plate-making divisions have to go out on their own to start a business, they have to weigh the amount of value in the end.

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