From the appearance of Lai Xiaojun, he did not know that he was a man of strong control. Not high, not strong, wearing a pair of glasses, a dark hair, although some curled up, but thirty-seven affixed softly on his head, and some long hair over the other side almost covered one eye and half face. When taking pictures, someone from time to time to remind him to hand up hair, because it looks a little spirit. He himself did not realize that he was a man of control, or that he did not recognize it. Until one day, one of his colleagues told him: Bent, as we all remember, is a company with superior execution, and the boss is an "arbitrary" person. Lai Xiaojun is here to say the boss, rather than the company's boss. Japan has Kitty cat, South Korea has Pucca, "China has Benny rabbit, " Lai Xiaojun said. Benedictine Rabbit is more than the special company's brand, is the only brand, like Kitty Cat, specializing in animation derivatives, and now has nearly 300 stores across the country. This year, Lai Xiaojun 34 years old. He said that most of the time it is possible to come out today. Because of poor family, junior high school graduates Lai Xiaojun looking for a shirt to take graduation photos are not, a jacket can not wear an entire winter intermittently, no rain rainy day without an umbrella. By the age of 16, to work out, no money for him at home. "Everything depends on their own mastery, including fate." Lai self-esteem strong since then, swear in the heart, we must succeed. Lai Xiaojun right index finger than the left index finger significantly shorter section, that is, he just arrived in Xiamen to work in a hardware factory to stay night shift when the pain left behind memorial. Later, he arrived in Dongguan, this is a magical but controversial land. To an ordinary wage earner, this is nothing more than a "world factory" which is day and night, but it is a sacred place for wealthy Lai Xiaojun. After six years working as a foundry for animation products, Lai Xiaojun started a business and set up a special company. In his own words, he wanted to be a company that is more unique than others. That is 1999. Lai Bo Xiao Rui military control: Control in the system is greater than the profit. Everything started by more than ten thousand yuan fought out. The most difficult time, several business partners do not even have the money to buy food, Lai Xiaojun willing to go more than an hour's road, not willing to spend a penny to fight. Later, some of the orders introduced by the old customers who were acquainted with working in the factory were able to maintain their livelihood. At that time, they only made some trade and made the difference in the middle. More orders, they opened a production bag factory, began to run all the major wholesale stores to buy their own products. Since then, every step of Bent, just as the reincarnation of the reins of Lai Xiao Jun, was himself tightly in his hand. Take the brand last bus Before 2006, the day of Lai Xiaojun actually fared well. 30-year-old owns two more than a thousand factories, has a stable, harmonious upstream and downstream relations, a year easily credited billions of dollars. When the peak season, seven or eight hundred workers in the morning to do the evening are in short supply. With the growth of more than that batch of customers are getting rich, all have a room with a car. However, the days are better, Lai Xiaojun's heart began to not practical. In 2005, when looking at the growing market share of other brands in the market, he realized that it would not be long before the wholesale business was done, not only because of the product value but not the brand value. In the Spring Festival of 2006, he told the big brother who worked at Bentley that he must make the transition and let it go without too much time. After making a decision, he began to implement his brand plan. Previously, compared with the special registration of four brands, the transformation that year, Lai Xiaojun put around the other three brands except Benny rabbit cut off all, "cut these few brands, is to focus on a brand to do the transformation , Put all the manpower and resources into a brand. "At that time, Lai Xiaojun proposed the concept of a single brand. A new factory just opened in 2005 was also closed by Lai Xiaojun. Many people have asked Lai Xiaojun why not slowly transition from the wholesale to make a bit about what he said, "risk and profits are zoned equal sign, and you do each of them, it dispersed a lot of talent, so I do not want to delay here A minute, because I think it is at a critical juncture. " However, most do not expect Lai Xiaojun is the boycott of customers by the boycott, but this is a group of follow-up and growth of people, is more than special, so that each of them earn pours, bring them to get rich the road. "Well done wholesale, you do not brand." Unanimous opposition to the original brand had full of longing Lai Xiaojun riskless. Lai Xiao-jun just like the Red Army Long March, unite all the people can be united. "As long as I have a little intention of the customer I have to fight down to carry out alliances with them and then talk to my plan to seek their support." He was thinking about the problem is that if he concessions, Also can not go, because this concession means that the next time even less dominant, "the loss of ownership are also how to do!" So at that time, he said that if all did not do, big deal to start again , Opened up the first shop, do not do wholesale. Later, he calculated the sum of money, cut a profit of each brand is quite cut 2 million, cut three is more than 600 million, and then closed a factory just opened a year, a direct loss of more than 500 million. Light this chess, but lost more than 10 million special. Coupled with the customer's boycott, compared with special sales snapped straight down from 100 million yuan in 2005 dropped to more than 20 million yuan in 2006. "The products can not be sold, and the operating costs are still paid every day." Many people could not restrain themselves at that time, including Lai Xiaojun himself. "We did not pay the suppliers for more than three months." The entire company started shrouded in a mood of depression. "At that time I was at home to adjust their emotions came out because they do not want others to see the boss is such an image." Later, Lai Xiaojun's eldest brother asked him how to do, he said that as long as the Spring Festival in 2007, there is a save It's The company may be over. That year Spring Festival, compared to special and finally boil over. Based on the trust, suppliers did not urge such a tight section, the funds have finally been able to turn around, and under the leadership of the Lai Xiaojun, some customers also sporadic to join Benny Rabbit brand. In order to enhance the franchisee's confidence in Benny Rabbit, 2007, Bentley opened its first direct sales store in Guangzhou's Lite department store, officially opening a new situation. "When I used to go to a store in a shopping mall, I thought when my brand could get it here. For this ideal, I struggled for seven years. Many people did not understand it at the moment, but now I can understand "Lai Xiao-Jun said. What made him fortunate was that not only the financial crisis that followed the timely transition but also the special impact was not affected. Instead, the industry reshuffle highlighted its brand superiority. "Otherwise, not only do not have the office building in Guangzhou, Dongguan can not afford to stay, everything should be back before the start of the way." Lai Xiaojun said at his office. In 2009, 比特特 ushered in the tenth year of growth. "Although there is still a long way to go between those big brands and their market share and total sales, the ten years of comparison, and in particular the ten years of qualitative change, are qualitatively from trade to production and from wholesale to branding. This decade, at least laid the foundation for a hundred years to do business. " Control is more important than anything More than the special transformation of the road, it is also the opportunity to grasp the control of the enterprise. Existing foreign animation derivatives brands in the Chinese market such as Snoopy, Kitty, Mickey and so on are all agency businesses, that is, the brand owners to a field of business authorized to do to Chinese companies, known as "nurse business" , Its weakness lies in the lack of absolute control. The industry made a metaphor for this business is, "This child is not well-fed, we have nothing to say, only when never had; children once they are well-off, this time often the mother came out, the children keep so good, Really thank the nurse so many years of hardworking, but I'm sorry, I have to take away the children, this is my own life, so that the agency brand is no better than doing wedding dress for others. Only by building their own brands, in order to grasp the "control", long-term control of the market business, the fate of their own hands. Lai Xiao-jun said that in recent years, because of the rising cost of major brand production, consumer purchasing power but declining, Snoopy these international brands are shrinking in the domestic market, while the Bunny Rabbit is on the rise, its brand control The advantage is even more prominent. The reason is that when a foreign brand authorizes a company to act as a proxy, it is generally not a full agent but a subdivision of a business. For example, an authorized bag can only be used as a bag and can not cross the field to other fields. The Benny rabbit, the brand is more than their own, there is no limit in the development of derivatives category, such as bags, drawers, alarm clocks, umbrellas, watches, jewelry, etc., everything. Each Betty Rabbit store, like a pink-based girl costume boutique kingdom, consumers have many choices in the inside, and even can make one-stop shopping. "Control" also plays a decisive role in the operation of capital. If there are two companies, different profits, an annual profit of 30 million, another annual profit of 50 million, the former has a strong control, the latter has no control. From a capital market perspective, investors are more willing to choose the former, because "control" is often more important than profit. Controlled and uncontrolled are completely different. Capital markets invest in the future. It is necessary to consider whether business management can take a higher level after five years rather than facing major operational risks or unpredictability. Lai Xiaojun is Virgo. He said that this constellation of crisis awareness, the pursuit of perfection, like to toss yourself, a lot of inner thoughts. Sometimes he drove to the Guangzhou office from the factory in Dongguan. He drove around while thinking about ideas and thinking of solutions. He wanted more emotions and completely forgotten he was driving. In the whole development of the company, he belongs to the more conservative people, do not want to be opportunistic, especially in the control of the grasp. "It's not about how many times you are competing against competitors, but about how many fewer mistakes you make," he said. This control is reflected in the brand management, but also reflected in the terminal construction, shareholder introduction, personnel training these are directly related to the success or failure of an important part of business. In the first two years turned to make the brand, compared with special breath opened ten outlets, "turned to the brand when the customer resistance to our boy let me have a very strong sense of crisis, so do not completely dependent on agents Go to your terminal, you have to enter. "Even in the future expansion of the special branch still maintain a certain ratio, and in the authorized agents, but also did not directly set the provincial agency, but only City agency. The most difficult transition than the special year, Lai Xiaojun can dilute a certain equity, the introduction of capital to meet the urgent needs, but he did not do so. The reason is that there are many shareholders. If the concepts are different, the strategic direction will be disordered. In the initial stage of development, the company must be highly centralized without forming a relatively stable and healthy operation mode and a unified culture and system. Otherwise, the employees of the company will be hard to do and the internal friction will be very great. He said. Until 2009, Bent entered a new stage of development before introducing a capitalist. In terms of personnel, Lai Xiaojun pays more attention to cultivating truly suitable and special staff because, in his view, he can go faster, better and stronger only by deeply understanding and integrating it into the special philosophy carried out. fast! fashion! At Bent, it's hard for a person who does not have quick ideas and quick execution to stay. Or, the entire fast-moving business chain drives each individual to have to move fast. By the end of March, some owners to Lai Xiaojun reflect, if the shop can put a certain color of the small wallet can certainly be hot, Lai Xiaojun said with a smile, a month later, promised to make such a wallet appear in Benny Rabbit store . And for other brands in the industry, it will take at least six months. The fundamental difference is that the marketing model is different. The traditional brand, generally taken is the order system, that is, the dealer pre-determined order interval to the brand business to order an inventory management. This is actually a brand marketers risk downgrade to the terminal dealer. For the animation trendy derivatives industry, the risk is even greater. With the advent of globalization and internet era, the fashion information is changing rapidly. The prediction of consumer demand is obviously more and more difficult for brand owners. More customers said that what is designed now, until next year it really hard to keep up with the fashion rhythm, and these styles can not be too long inside the shop, put too long may easily lead to consumer fatigue, are not willing to come Visited. "Small variety, large quantities," is the rule of law in the traditional manufacturing industry, but in the "long tail market," "a large number of small" has become a popular business model. More than just special reference to the well-known Spanish clothing brand ZARA experience, creating a Chinese animation derivatives long tail market a new model - fast fashion model. Previously, Lai Xiao-Jun often think that in the first-tier cities such animation derivatives market is very competitive, Benny rabbit rely on what to win? On the fame, it is not as good as the Mickey born in 1928, nor the 1974 Kitty. Only by this timely research and development, timely production, timely sales model. "Fast, a small amount, a variety, to ensure synchronization with the popular, continuous development of new styles, new categories for Beini rabbit attracted many consumers to buy.First, our staff do not agree with our brand.Although we gave the clerk Salary, but Benny Rabbit as a new brand, they have no feelings and loyalty to it, but later the consumer enthusiasm for buying in turn infected with the clerk in the summer vacation students, Benny rabbit stores will From time to time there is a long queue to pay the bill. " Lai Xiao-jun also said that 90% of Beini rabbit products are limited, even if some products sell well, no longer design the same thing out, even if it is a little change is also a change, anyway, they want to allow consumers and the public different. Fast fashion marketing model is not refined overnight, compared to three years spent special, it is also the transitional brand of three years. The support of this marketing model to be implemented is a flat management system. Lai Xiao-jun and South Korea's Samsung to succeed as an example. "Originally, Samsung was just a processing company, and they looked up to Sony, but it took only ten years for Sony to turn upside down to Samsung, a success that was based on flat, autocratic administration." It is not difficult to see that Lai Xiao-Jun is a very capable person to learn in his own words, is the ability to transform, that is, to learn the same thing can be quickly used by me. "For me, it is important to know at what stage you are, not to blindly copy someone else's mature stage, but to go back to see what it was like when you were at it." In his eyes, The special is like a piece of white paper, but it is easier to learn from other people's successful model of absorption, and then unswervingly resolutely implement it. "Everyone else's development team is in an independent office, drinking coffee, looking for inspiration, as long as the product developed just like, and our research and development, procurement, production, sales, and even logisticians are concentrated together The organizational structure of the enterprise is verticalized, flattened and management efficiency is improved. At the same time, the information transmission is faster and more complete and better serve the fast, accurate and relentless marketing mode of the company. Lai Xiaojun's next plan is to create a more complete and efficient supply chain integration system, the lead time (from the design to the clothing on the counter for sale) control to 10 days. The Chinese apparel industry is generally 6 to 9 months, international brands can generally be 120 days, even in this area, the most powerful ZARA also 12 days. Build an animosity kingdom Lai Xiaojun's ambition is far more than these. His goal is to make the United States special for animation derivatives. With the increasing popularity of animation, the animation industry has started to show tremendous business opportunities. According to a survey, there is a gap of 80 billion yuan in the animation industry in China. In animation, there are 70% of the profits come from derivatives, not from the animation itself, experts also predict that in the animation derivatives, its annual output will increase in a few years to more than 100 billion yuan. "Sooner or later the industry to develop imaging appliance industry as." Lai Xiao-Jun said. "But at the moment, China's animation derivatives are fiercely brave and do not have a strong resource platform to bring these brands together, and maybe even in the future." Not only that, Benny Rabbit brand itself will also be created as a huge cartoon animation fashion carrier. Currently, Beini rabbit product consumer group positioned as 16-22 year-old girl. This is a faded child group, why positioning here, Lai Xiaojun have their own considerations: "The choice of this group of people to do is to follow the extension of the brand, if the beginning to do children's clothes, then want to do girls clothes again , It is very difficult, because it will feel naive, the most difficult part of the derivatives is to make the product design is not childish, on the contrary, we do a girl's derivatives, children do more easily, this is the shellfish Niu Tuo a long-term brand strategy. "And this, not only to consider than the special existing product development, design, manufacture of the core business, but also take into account that if the brand bigger, the same can be involved in a wide range of authorized business . By then, the product category will be many times more than it is now. Who knows if Benny Rabbit will be the next Kitty cat? "The brand is to be kept slowly. You have lived in the market for 5 years. Everyone will say that it may be a brand. If you survive for 10 years, you should say that you should be a brand. You have lived for 15 years and you will definitely say that you are a brand. , Must be in the market to stay, hold on. You have to disappear at every turn, playing hide and seek with consumers, certainly not. "Lai Xiaojun 26 years carefully cultivate his company brand and product brand, if he retired at the age of 60 . link: Animation derivatives simply refers to the use of cartoon characters in the original characters, after a professional cartoon animation derivatives designer's well-designed, developed by the manufacture of a series of services for sale or products available. Such as audio-visual products, movies, books, fiction, a variety of games, toys, anime model, clothing, beverages, health products, hosiery, footwear, stationery ... ... can be developed into animation derivatives, To a wider area, such as: theme restaurants, comic cafes, theme parks and other tourism industries and service industries and so on. Women Boots,Fashion Rain Boots,Women Shoe Changzhou Meihong Footwear Co.,Ltd , http://www.czmeihongshoes.com
February 25, 2019