Chongqing cashmere sweater king: orders just like snowflakes

The original free franchise chain model, the franchise store into their own order window. Without funds, start from others for the foundry to start processing fees; there is no channel, starting from the price reduction and individual channel construction; no scale, from the extension of the industrial chain In the ups and downs of the upstream and downstream industries, it is necessary to benefit from the establishment of home workshops, to the bosses of garment enterprises with sales of up to 10 million yuan, from the most common migrant workers, to the explorers of the cashmere industry sales model, Zhang Deying all the way It took only 6 years. Unexpectedly, Zhang Deying's initial entrepreneurial justification was "the task of selling insurance is too heavy. If you don't attend to your husband and child, you want to engage in a workshop and you can make money. Can take care of the family. Two months ago, "Chongqing wool sweater king" Zhang Deying boarded a plane and went to Qinghe County, Hebei Province, known as "the capital of cashmere." 90% of the world's cashmere processing products come from China, Qinghe The county is China's largest cashmere distribution center and occupies half of the country's cashmere production. Many top-tier companies such as Tianshan, Xuelian, Luwang, and Ordos have gathered here. However, in recent years, the cashmere industry in Qinghe has suffered from the international market fluctuations. About two-thirds of the companies suffered losses. One-third of the companies were struggling to support the industry. The average profit of the industry fell to 6% to 8%. In this context, Zhang Deying, the black horse from the cashmere sweater processing industry in Chongqing, Can you gain a firm foothold and use her business model to conquer Qinghe?” Zhang Deying, who worked for many years at the insurance company nine years ago, was suddenly tired of this line, determined to “wash his hands with gold pots” and bid farewell to insurance. Industry. Prior to this, she lived in the eye. She observed that the cashmere sweater in the store sold very hot and the price was too high. She took a bite and took out a 2,100 yuan deposit to buy a knitting machine and opened a cashmere sweater at home. Production workshops. Cashmere is known as "soft gold". Cashmere apparel is a high-end consumer goods. Zhang Deying just entered the fashion do not understand, international and domestic cashmere clothing market fluctuated - catch the opportunity who can make a fortune overnight If you encounter a market downturn, but you encounter a market downturn, you may lose the tiles in one night and lose! The first problem Zhang Deying faces is financial problems. With a knitting machine, you also need liquidity to buy cashmere. The insurance company beaten for a few years, relying solely on selling A little commission, she did not drop much savings at all. Even if all of the bank's deposits are bought out to buy cashmere raw materials, they can not weave a few pieces of cashmere sweater. Frustration, she can only use chicken eggs as a survival strategy. She found some cashmere sweaters in the city to produce and process cashmere sweaters. She used cashmere threads provided by others and processed them according to the requirements of others. She knitted cashmere sweaters at home and earned processing fees. She needs to use her own liquidity. She feels that this is a time of nourishment. With a steady stream of water, she slowly scales up. She soon buys two more machines and employs a few workers to get together. The more the machine is bought, the more the worker is hired. In many cases, the scale of the venue has expanded. Zhang Deying has also changed from a “house owner and a worker” in a family workshop to a contractor for processing and production. However, it is not a good idea. After three years, the rapid changes in the international market have resulted in changes. Dragged down the upstream company that took orders from customers, there is a business, Zhang Deying could have gotten a 100,000 yuan processing fee, and was deducted 40,000 yuan at a time. In that year, Zhang Deying removed staff salary expenses and added them as fixed assets. Dozens of needles Outside the plane, almost no money was earned. After days of frustration with the small market, Zhang Deying awakened that instead of making wedding dresses for other people and breaking bits and pieces to earn a little eye-catching OEM costs, it would be better for them to take orders and expand the market. She also knows that it is costly to do this business. In addition to the purchase of raw materials to occupy a large amount of its 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, it is also necessary to pay a high admission fee. At this time, Zhang Deying has no such capital strength, let alone brand influence! Guarding dozens of knitting machines, Zhang Deying's brows were locked. After 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 bottleneck in the sales channels because of people's sales. What should I do? Large shopping malls, high-end stores can not enter, to open their own sales outlets. Desperate Zhang Deying in the next facade of Xinhua Road, began to tailor cashmere sweaters for customers. In those few years, the general shopping mall is not less than 1,000 yuan / piece Cashmere sweater, because of the high price, no one manufacturer dared to produce a certain style and size of cashmere sweater finished product too much to prevent the accumulation of goods occupy liquidity. In response to this situation, Zhang Deying found a market space of days, she In the store opened on Xinhua Road, a variety of samples of cashmere sweaters were collected for the customer to use as a reference for custom-made cashmere sweaters. This way, she could provide more range of options than the shopping malls. , More than 300-500 yuan / piece, much cheaper than the cashmere sweaters in shopping malls. With its variety of styles, professional knitting technology and one-on-one service, Zhang Deying cashmere sweater's reputation soon became a tree, The sales situation quickly opened up. The original free-to-join model However, there is no forest, only relying on a custom-made facade, Zhang Deying's dozens of knitting machines can not guarantee full-load operation. Seeing that half of the machines are there to rust, Zhang Deying Jin Yun lock eyebrows: She could not get more money to open a new facade. At this time, she thought of the franchise as a routine for borrowing boats to go to sea. Chongqing hot pot industry's big brothers, almost all rely on this business model to do This is a big idea. It is a way to save money and expand the brand quickly. But Zhang Deying’s approach is even more unique and her perspective is longer. She decided not to accept any initial fee, as long as there are franchisees willing to use the brand of “Man Boluo” cashmere sweater. She provided free shop training. The investment was not high, the threshold was not high. The news spread, many laid-off women workers came to Xinhua Road, "Man Baoluo" head office to accept the training of Zhang Deying, become the "Man Bao Luo" franchisee ... 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. The portal network. "Now, my annual sales are tens of millions of yuan. Although sales revenue is not the largest in the country, the stock volume is certainly the smallest and can be controlled within 5%." Zhang Deying made this personalized customization and The sales road is very confident. Although the profit is not large, it solves the problem of lack of liquidity and insufficient start-up of the knitting machine. At the same time, Zhang Deying created a factory + ordering facade model that allows her to reach out to consumers from zero distances and capture the ever-changing situation. The market information. In these years, she found 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 first month of the Lunar calendar, the sales volume began to drop sharply. Therefore, before the arrival of the sales season Zhang Deying will prepare 20% of the total sales during the peak season. Although it will occupy more than 1 million yuan in liquidity, she knows which type of model he learned early on because she collected a lot of customized information. In that year's popular best-selling style, therefore, Zhang Deying always quietly preparing for the sales season, to seize the market opportunities. After entering the upstream industry chain market expansion will inevitably encounter a new industry bottlenecks. The problem that plagued Zhang Deying is that every year she from the In Inner Mongolia, the quality of cashmere yarns purchased in large quantities is not stable, prices are fluctuating, and sometimes even high prices can not buy good goods. The quantity and quality of cashmere raw materials cannot be guaranteed. To solve this dilemma, Zhang Deying decided to put himself in The industrial chain is expanding upstream to the purchase of raw materials. Qinghe County is not only the largest cashmere distribution center in the country, but also has the advantage of location adjacent to the Jingjin Market. The annual international cashmere trade fair makes it become a cashmere product and technology. The information exchange center was the source of market changes. She realized that if the business model of the factory + ordering facade should continue to develop steadily, it would have to take root in this place. There is an unwritten rule in the cashmere industry: half of the industry's profits are thinning. Cashmere and spinning; the other half of the profits in the weaving session, the profit level is about 100,000 yuan / ton. Has already won the profits of the sales cycle Deying 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 sluggish, and to process products when prices are high. She believes that with this complete industrial chain, the "Man Baoluo" will have the ability to resist risks. Enhancements can, to a certain extent, combat fluctuations in the raw materials and end markets, 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 financial barriers. Taiwan's more than 2,000 multi-function knitting machines started. Now that we have a large-scale industrial chain, we are always trying to overcome the bottleneck. However, in reality, the weakest link in the business model she created was The low technical threshold is low--as long as the company's employees or franchisees understand the details of Zhang Deying, it is very possible to open the "Man Baoluo" solo. After all, in Zhang Deying's control of the entire production chain, so long as they mastered four or five Link, you can set up a separate portal. Once a separate portal, all solo will become their own commercial opponents. At present, Zhang Deying's biggest concern is that he is afraid of "backyard fire." The wages of the textile industry are not high. Instead of working hard for people, it is better to start a business venture. This is the original intention of Zhang Deying when he started his business. Now it has become a life gate that may kill him. Zhang Deying said that in order to stabilize her The team of plate makers on the production line is divided into individual pieces of profit of 5 to 5. With 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. (Source: Shi Xinxin Newspaper

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