(21-11-25 13:52:9)
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See how the clothing "Godfather of Tail Goods" sells 2 billion
From one What kind of business wisdom does Liang Jiliang, a new commercial real estate figure in China, who has created a sales myth of 2 billion yuan in three months and is known as the "godfather of tail goods"? It must be a hot topic that everyone is most concerned about.
Waiting for an Opportunity
Liang Jiliang, who lives in Taian, Shandong Province, has a persistent dream since he was a child, that is, to create his own life value through his own hands. It is this kind of dream that supports him to overcome one after another hardships that ordinary people can't imagine and overcome.
"I still remember that when I was studying computer design at the Central Technical School in 1999, I began to take up several jobs, such as lettering and writing advertising slogans for the shopkeepers of clothing stores and shoe stores. I often stayed up all night without a rest, feeling sore all over, but I felt very fulfilled." Recalling his initial study experience, Mr. Liang smiled.
With sincere enthusiasm and good craftsmanship, Liang Jiliang has accumulated many customers. After a long time, these people became his good friends, which also provided him with an opportunity to go to sea for the first time. Through a friend's introduction, Liang Jiliang rented a counter in Tianlantian home improvement building materials market, which cost 12 yuan/month. This experience laid the foundation for his subsequent success.
In building materials business, Liang Jiliang earned 2 yuan in the first month, but it was too hard, so he did it for two months. Liang Jiliang felt that this was not the industry he wanted to engage in. He couldn't find out where his position was, and he planned to leave this industry. Liang Jiliang had a bigger ideal, and his ambition was not here. A small shop was where he lived.
This building materials business has made Liang Jiliang taste the ups and downs of life. The cruel competition and indifferent interpersonal relationship in business completely broke his heart. At this time, Liang Jiliang felt a little frustrated. He felt that he had not found his own position after changing so many jobs, or that no career could be successful.
in March 2, with infinite disappointment and frustration, Liang Jiliang returned to Jinan after a long absence. He stayed in Jinan for more than ten days. During these ten days, he locked himself in his room every day without eating or sleeping. Liang Jiliang made a thorough reflection on his experience in Beijing in the past two years. His mind replayed all kinds of study and work experiences and details during his stay in Beijing over and over again.
He remembered a saying often said in books: Get up from where you fell. He shouted this sentence, and frantically wrote these words on the paper, over and over again, until the pen could not write another word.
It is gratifying that Liang Jiliang finally came to his senses. This time, he returned to Beijing to find his dream again.
After returning to Beijing, Liang Jiliang attended job fairs everywhere with his resume. In May 2, by chance, Liang Jiliang entered a Taiwan-funded enterprise and began to engage in planning work-this was the beginning of Liang Jiliang's planning practice. After working for more than ten days, Liang Jiliang was appreciated by the company's top leaders because of his excellent work performance, and was sent to Dalian to be responsible for the planning and publicity of the clothing exhibition named "Qiaoluo Bear" by Huashang Clothing Company. After careful planning and whimsy by Liang Jiliang, the children's wear of "Qiaoluo Bear" brand was successfully listed in the north. In the same year, the brand won the title of "Top Ten Brand Children's Wear in China".
"After that, Liang Jiliang gradually fell in love with the industry of planning, and felt that he was very suitable for this industry. Planning can fully display his imagination and let his thoughts be fully integrated into his own creativity and ideas." Mr. Liang said.
After working in Taiwan Province Huashang Garment Company for nearly a year, Liang Jiliang felt that his planning ability could not be improved here, and he wanted to do higher-end and more cutting-edge planning. There was no room for the company to develop in China. Although Huashang Company offered him a high salary, he chose to leave without hesitation.
in April 21, Liang Jiliang went to Jiutouniao to apply for the position of marketing director. During the two years of working here, Liang Jiliang brought the integration of Chu culture and Jiutouniao brand into full play. Since then, the nine-headed bird has had a number of franchise stores in Beijing in just one year, and the business is booming. Every day, guests are full and endless. The boss has more trust in it and has been entrusted with heavy responsibilities repeatedly. "I really didn't think that just one of my own ideas could bring such a big change." Mr. Liang said with a smile.
During his stay with the Nine-headed Bird, Liang Jiliang personally made a series of planning schemes. His planning strength has been greatly improved, and he has formed his own planning theory through various practices and studies. After forming his own planning theory system, where will Liang Jiliang go this time?
Looking for business opportunities
On December 26th, 22, Liang Jiliang registered and established his own "Baiyangge" planning co., Ltd. in Beijing. On the day when the company was founded, Liang Jiliang had only 6 yuan money left.
after nearly a year's efforts, the company's development was basically on the right track by 23. During this period, Liang Jiliang specialized in all kinds of marketing planning, and served as the planning consultant for more than 8 Chinese food chain enterprises in Beijing, planning and guiding well-known catering enterprises such as the century-old "Baiyeju", the Chinese food model "Crab Lao Song" and the flavor restaurant "Chu Lao Guo". In addition, he also dabbled in the marketing planning of liquor, clothing, electronics, fast-moving consumer goods and other industries. Liang Jiliang's career has reached a new level.
in 26, commercial real estate was in the ascendant all over the country, and a large number of commercial real estate projects mushroomed, with a success rate of less than 15%. Is commercial real estate really a red sea?
At that time, Liang Jiliang's lover was engaged in investment promotion in Tianlantian Commodity Wholesale Market in Lizeqiao. In a very accidental opportunity, when chatting with his lover, he learned that due to the small number of merchants and the partial location, the investment promotion work was not going well, and the boss was anxious.
Liang Jiliang knows something about the "blue sky" market where his lover works. When he used to do propaganda planning for the famous Chu Lao Guo Catering Company in Beijing, he had to go through Tianlantian Market every day, and he also saw the brochures and publicity strategies in the early stage of Tianlantian Market.
Liang Jiliang thinks that it is unlikely that Tianlantian market will succeed in positioning the small commodity market. First, the Lizeqiao business district where it is located is not a prosperous business district in the traditional sense, and the small commodity market focuses on popularity and passenger flow, which obviously does not have such conditions; Second, the business circle around Lizeqiao is a traditional building materials business circle, with many foreigners around, relatively low consumption purchasing power, and a mature commodity market nearby, so the competition is relatively fierce. If you want to locate accurately, you have to find another way.
Therefore, a casual gossip between Liang Jiliang and his wife led to the birth of a new concept, which Liang Jiliang did not expect at that time. Business opportunities are everywhere, and it only favors people with a will. On December 1, 26, Liang Jiliang officially accepted the entrustment of Hou Xujiang, the boss of Tianlantian, as the marketing planning director of Tianlantian.
Look at how the clothing "Godfather of Tail Goods" sold 2 billion yuan
As the saying goes, everything is difficult at the beginning. Before Liang Jiliang took up the position of planning director, Tianlantian market encountered a financial crisis. Due to market positioning and planning mistakes, it was impossible to start business within three months because it could not recruit merchants, and more than 5 million yuan invested in the early stage had already hit Shui Piao. Not only that, but also more than a month's salary of employees is in arrears, and many employees are preparing to find another place.
Liang Jiliang felt that he had received a very difficult case. He thought that he had denied that Tianlantian was positioned in the small commodity market before, so he had to have his own original and novel things. Now it is time to find a way.
He learned that in recent years, China's textile and garment exports have been facing increasingly prominent anti-dumping problems, and some garment processing enterprises have to turn their orders into domestic sales because they can't go through customs smoothly. Some domestic merchants engaged in the wholesale of stock clothing have as few as 3, to 5, pieces of clothing, and as many as 1, pieces. These enterprises are eager to solve the inventory problem in order to withdraw funds and invest them in the next stage of production.
Liang Jiliang also found that many clothing enterprises' inventory sales way is to squeeze out the goods that are far beyond their normal sales volume to the market and channels at all levels, especially the first-class commercial channels, that is, to press the warehouse or plug the goods, which is often a helpless sales behavior and the lowest-grade marketing activity. The quickest shortcut for manufacturers or distributors to deal with the goods under pressure should be to have a sale in the specialized inventory market. According to the present situation of Beijing clothing wholesale market, most clothing wholesale merchants have not found their own professional market, which constitutes a market gap-professional clothing inventory wholesale market.
"There are more than 3, dealers engaged in storing and pressing goods in Beijing. They are distributed in every corner of Beijing, and they are mainly decentralized, underground and small-scale operations. An important missing point of these dealers is the supply information. Their survival depends on the supply of goods, so it is widely expected to set up a professional market that can centralize the supply of goods. " Mr. Liang said.
The keen market vision made Liang Jiliang aim at the clothing inventory industry. However, everything in stock is old-fashioned, so it seems that we should give it a brand-new concept. What's the name? Liang Jiliang thought hard, and finally, the word "tail goods" jumped into his mind. Liang Jiliang used his intelligence to give the inventory goods the name of "tail goods" and extended it to form his own theory of "tail goods", which is of epoch-making significance.
There are only a few days left before the opening ceremony. At the first investment promotion meeting, 26 merchants came. For a Tianlantian tail goods market with 15, square meters and more than 9 stalls, these 26 merchants are just a drop in the bucket.
On December 28th, Tianlantian opened as scheduled. Of course, the scene can only be described as miserable: the weather is not beautiful, and it is snowing heavily. Because the shopping mall is close to Lize long-distance bus station, there are a large number of migrant workers waiting for the bus to go home for the New Year near the entrance of the shopping mall.
Liang Jiliang thinks that there is no one in such a big shopping mall anyway, so it is better to let them come to the shopping mall to avoid the cold. Besides, it's not easy for migrant workers' brothers, so it's also an unintentional move for managers to invite these migrant workers into the mall to avoid the cold. When the migrant workers' brothers saw that a down jacket in the shopping mall was only sold in 3 yuan, they all felt incredible, so they snapped up, and most of the goods were snapped up in an instant. On the same day, individual merchants sold more than 6, yuan of goods in one day.
word spread, and 26 merchants quickly spread the exciting news to other merchants after tasting the sweetness brought by "tail goods". At the investment promotion meeting that afternoon, 328 booths on the first floor were rented out in an hour and a half. A * * * three-tier market, each layer of investment promotion work from the beginning to the end of no more than 3 hours. This is a myth in the history of investment promotion today when there is a serious surplus of shopping malls and the commercial premises have changed from the seller's market to the buyer's market.
Creating Fabulous Wealth
During the three-month trial operation of Tianlantian Tail Goods Market, the market shipment has exceeded 12 million pieces, with sales of nearly 2 billion yuan. By the end of 27, Tianlantian's popularity and dominance in the Tail Goods Market have been initially established. After the development and expansion, Tianlantian Tail Goods Market has become a wonderful work in the field of commodity circulation and commercial real estate development, and has achieved a commercial miracle with the real speed of China.
During the Golden Week in 29, Tianlantian Tail Goods Market received 18, person-times. Taking the opportunity of the May Day Golden Week, tourists from all over the country flocked to visit Tianlantian Tail Goods Market and feel the excitement of snapping up ultra-low-priced brands.
The huge tail cargo throughput of Tianlantian tail cargo market has become a barometer of China tail cargo market. The sudden economic crisis in 29 cast a shadow over garment production enterprises. This financial crisis has not only hit the world economy hard, but also China's economy is inevitable, and clothing export and clothing retail have fallen into a survival dilemma. On the other hand, the clothing tail goods market is another scene. Due to the economic crisis, people's income has generally decreased, and people have tightened their wallets. The previous luxury style has converged, and the fine tradition of the Chinese nation advocating thrift and putting an end to extravagance has been picked up again, and they have joined the army of Taobao.
I have to admit that Liang Jiliang's concept of "tail goods" not only created considerable wealth, but also alleviated the problem of a large number of clothing tail goods wholesale merchants. The inventory of large clothing manufacturers is solved, and the inventory is converted into funds, which is conducive to market sales and investment. At the same time, it has also played a great role in promoting taxation. And put forward a new concept of clothing market, which concentrated on protecting the intellectual property rights of clothing brands.
The two-hour interview is over. The wisdom and courage of Liang Jiliang, a senior planner and a successful business person from scratch, are truly convincing.
where is the centralized production area of foreign trade garments in China
The main domestic foreign trade garment factories are concentrated in Guangdong \ \ Zhejiang \ \ Jiangsu \ \ Shandong, and most of the tail goods of our garment factories are sent to Beijing through several wholesalers in the middle, and also to Hebei \ \ Tianjin \ \ Shanxi \ \ Shaanxi and other places. Therefore, it is not as few as some people think, and it will not be as many as there are foreign trade tails everywhere now. Everyone should discuss with clothing manufacturers or friends who know foreign trade clothing, so that they can distinguish which ones are foreign trade tails, which ones are documentary and which ones are imitation ones in the actual process of making clothing.
Second, how did foreign trade tail goods come into being
Some people say that 9% of foreign trade goods on the Internet are bullshit. They can only say that their view is that there are problems with foreign trade tail orders, even if there are no problems, there will not be as many as there are now. So do they really know how the tail orders come into being? In fact, they don't know at all. As a manufacturer, I will tell you how the tail list came into being, so that everyone can understand how the tail list came from. Of course, I don't mean that all the foreign trade clothing makers on the Internet are real foreign trade tail lists, because many people do fish in troubled waters when they see the foreign trade tail list making money. We still need to know more about foreign trade products and don't be cheated. Why do foreign trade garment factories exported abroad inevitably have tail goods?
first of all, we need to know about the workflow of foreign trade garment factory:
1. Fax email from foreign customers
2. According to the fax EM from foreign customers.