At that time, the products of Mei Tian Garment Factory were very simple, mainly using the scraps acquired by major garment factories to produce small products such as schoolbags, red scarves and underwear. Due to the small scale of the enterprise and low product profit, after a year of tinkering, it lost more than 4000 yuan after removing various expenses. Luo, who started a business for the first time, deeply realized the hardships of starting a business. In order to receive processing orders, he had to knock on customers' doors again and again to promote his products; In order to save money, he often carries dozens of kilograms of raw materials and walks back to the company from Changsha, 40 kilometers away. After the processing is completed, the produced products are transported back to the shopping malls in Changsha in woven bags. Many things happen. In the third year of the company's operation, he finally reversed the loss situation. At the end of the year, Luo found that the company had a profit of 8,000 yuan on its books. With his hard-earned money day and night, Luo's heart was filled with hope.
From 65438 to 0990, Luo began to go out of the small ravine and study in Beijing, Wuhan, Guangzhou, Yiwu and Shaoxing. He found that the wholesale of trousers was very popular in the major wholesale markets outside, but there was no counter selling trousers in the shopping malls in Hunan. After returning to the company, Luo tentatively produced the first batch of trousers and asked for advice in the market, which was very popular. The success of trousers in the market has strengthened Luo's determination to start a business. So he began to expand the scale, adding new equipment and personnel, and renamed the original Mei Tian Garment Factory Oriental Garment Factory to produce pants. Luo's trousers production is not a simple take-away, but an innovation on this basis, and a kind of anti-theft trousers is designed and produced, which is very popular in the market. At that time, the sales volume of Saint-Denis trousers in China rose to 10. Subsequently, nearly 20 trousers enterprises were established in Ningxiang County where Sheng Dexi was located, which was called "Ningxiang trousers phenomenon" by the leaders of Hunan Province.
With the expansion of enterprises and the best-selling products, Luo began to feel that the original registered "Qin Fang" trademark was too feminine. In order to meet the requirements of the company's product positioning and future development, Luo decided to replace the product with a new trademark. Once, Luo happened to see the introduction of a national dance called Sundance in the United States, and suddenly his eyes lit up. Why is my brand not called Sundance? In this way, a modern and masculine "Shengdexi" brand was born.
From 65438 to 0997, Shengdesi launched a massive brand promotion campaign, which made the brand concept of "caring for others and being kind to yourself" deeply rooted in people's hearts. At that time, Hunan Satellite TV's "Happy Camp" column was launched, and Luo seized the opportunity of brand promotion and made Shengdesi the first sponsor of this column. With the rising national ratings of Happy Camp, Saint Desi became famous in one fell swoop. In just one year, Shengdexi's products successfully covered the Hunan market and surrounding provinces, and even franchisees lined up to take money to pick up the goods. This year, Sundance has created a miracle that its sales performance is five times that of the previous year. With the continuous development of his career, Tan Liang set his sights on higher and further goals. In order to improve the competitiveness of Shengdexi brand in an all-round way, Tan Liang has made great efforts with the vision and boldness of vision of a strategist. From June 65438 to June 0999, Luo invested 3 million yuan to cooperate with the largest image planning company in Asia, successfully introduced CIS system, established a brand-new brand image and development strategy of Sundance, and improved the company's business philosophy. At the same time, we also cooperated with a consulting company in Singapore to successfully introduce the franchise marketing system. Therefore, the World Franchise Development Organization awarded Tan Liang the honorary title of "50 Franchisees in China" in recognition of his contribution to the promotion of the franchise model. At the beginning of 2000, Suntech cooperated with Shenzhen Fulehua Enterprise Management Consulting Company to fully implement ISO9002 quality system certification.
Facing the international brands are about to seize the China market, the competition in the domestic clothing market is becoming increasingly fierce. The Saint-Denis people, who have just entered the first rapid development period, are facing more cruel challenges. Is it to actively go out and "dance with wolves", or to stand still and do nothing? The ever-changing external environment has once again pushed Saint-Desi to the forefront of international competition.
On September 6th, 2000, with longing for fashion capital of the world, confidence and courage to communicate with top fashion experts, and deep thinking about the long-term development of Saint-Desi, Tan Liang embarked on a business trip in Europe. Luo believes that "if you want to learn the highest, you must do the best". As the birthplace of world fashion, Europe must absorb and cultivate itself moderately. During this trip to Europe, Luo Liangwen visited France, Italy, Austria and Germany successively, and had extensive exchanges with industry giants such as Paris, Milan, Venice, Vienna, Frankfurt, Celesburg and Munich. Especially after attending Paris Fashion Expo and Milan Fabric Expo, two world-class fashion events, Luo opened his eyes. In the era when the earth is about to become a village, the fashion variations in Paris and Milan may trigger a hurricane in the world clothing industry. Romantic Europeans enjoy rich imagination here, cherish life and create the most cutting-edge clothing culture. During his stay in Paris, Luo made a special trip to visit Claude Mizlay, president of the French Men's Wear Industry Association. During the talks, Mizrai and Luo discussed the development strategy of Shengluxi with great interest, and gave special affirmation to Shengluxi's thinking and exploration in core competitiveness and successful attempts in franchising. In the Italian autumn and winter fabric Expo, Tan Liang had extensive exchanges with fabric suppliers from all over the world, which created favorable conditions for broadening the supply channels of high-grade fabrics in Saint-Desi and enhancing the competitiveness of products. June 5438+February 65438+February 2000, Tan Liang attended a high-standard men's wear conference in Beijing, at which he met the famous French designer Danny Farley. After cordial conversation and consultation, Tan Liang reached a cooperation intention with this senior European fashion designer.
In order to cooperate with Mr. Danny Farley as soon as possible, so as to realize Saint-Denis's long-cherished wish of connecting with the international community. On June 9th, 2006, Luo visited France again, and had a frank and in-depth communication with Mr. Danny about cooperation, and decided to hold a signing ceremony in Changsha, China.
On the morning of March 3, 20065438, Kloc-0, Saint Desi ushered in a landmark moment in its development history. 10: 38, the press conference of the signing ceremony of cooperation between Tan Liang, Chairman of Sundance, and Danny Farley, a famous French designer, was held in the glittering international conference center on the fifth floor of Chengda Hotel in changsha tong, Hunan. This is an exciting moment, which marks the successful realization of the century dream between Changsha and Paris. Since then, Danny Farley, a famous French designer, has been the chief designer of Saint-Desi and established the "Saint-Desi Design Studio" in Paris, France.
Luo's action not only caused quite a shock in the industry, but also attracted the close attention of major news media. More than 20 news media, including China Clothing Daily, Reference News, Hunan Daily, Sanxiang Metropolis Daily, Hunan Satellite TV and Changsha Evening News, reported the conference in detail. According to a report in China Clothing News, Sundance hired Danny Farley as the company's chief designer, which marked Sundance's entry into the "brand design era". Designers import, design rooms' study abroad', and Saint-Desi takes the Paris Fashion Express.
Thanks to Danny's joining, Sunside has successfully designed and developed a series of products that meet the needs of the China market, which have merged the eastern and western cultures and greatly enhanced the brand taste of Sunside. At the same time, Saint-Desi has expanded from a single product, mainly pants, to a series of men's wear products such as suits, trousers, casual pants, jackets, T-shirts, high-end leisure business clothes, sweaters and leather goods. 200 1 Successfully participated in China International Fashion Week and won the "Best Men's Wear Design Award in China". Successfully participated in CHIC Expo in 2002, which greatly enhanced the image and influence of Sundance brand in China. In this way, Saint-Desi men's wear combines the different fashion cultural backgrounds of the East and the West, showing the body of the East with the latest fashion elements from Europe and the profound cultural heritage of the East, but also with the soul of Europe, thus creating a unique brand style.
With the most classic design, the most advanced fabrics and the most advanced technology, will the brand upgrade be ushered in? Don't! Luo, who is in a period of rapid development, clearly put forward the strategic decision of "starting a second venture": guided by brand upgrading, driven by system innovation and international operation, starting from four aspects: product, culture, brand and marketing, to comprehensively enhance the overall competitiveness of the enterprise, and to build Shengdexi into the most competitive clothing enterprise in China by 20 10.
In order to lay a solid management foundation, Sundance was fully implemented in 2005.
т 9001quality system, ISO1400/environmental system and CHSAS 1800 1 employee health and safety system "Trinity" certification work and one-time acceptance by Fangyuan Company to enhance the enterprise's operational competitiveness and "four new projects" (new products, new images, new projects) in terms of hardware, The Saint-Desi Garment Industrial Park covering an area of nearly 100 mu has been built. 13 International Advanced Production 200 1 Company established the Saint-Desi Design Studio in Paris, France, and the Saint-Desi R&D Center in Shanghai in 2006, forming a scientific and technological R&D system integrating Paris, Shanghai and Changsha, France. In 2006, Sundance Technology Center was recognized as a provincial technology center, which laid the design advantage of Sundance men's wear in the whole industry.
Focusing on "people-oriented", the second venture will build a harmonious culture with "caring for others and being kind to yourself" as the core, build a harmonious enterprise, a learning enterprise, an innovative enterprise and a responsible enterprise in an all-round way, and establish a long-term mechanism for the sustainable development of enterprises. 2006 is the first year of "Eleventh Five-Year Plan", the year of comprehensive harvest, the year of innovation and development, the year of brand upgrading in Saint-Denis, and the year of historic breakthrough, which is worthy of pioneering and enterprising. On June 3rd, 2006, Suntech won the "China Famous Trademark". Less than half a year later, on February 6th, 1, Suntech successively won the "Hunan Quality Management Award" and "National Inspection-Free Products". When the good news came, the industrial park in Saint Desi was full of joy. These three cards are three heavy "gold medals" of Sundance. It is the result of more than 2,000 employees of Saint-Desi, under the leadership of General Manager Luo, working hard for 17 years with wisdom, sweat and passion. It is also the result of "consolidating the foundation and cultivating the yuan and practicing internal strength hard" in recent years.
Many happy events happened in the first year, which indicates the arrival of another high-speed development period in Saint-Desi. This point was strongly confirmed at the 2007 Spring/Summer Fair held this autumn. Compared with the same period last year, the order volume increased by 50%.
In the face of these honors and achievements, Luo is very happy, but he is a little more calm and rational. Of course, these honors are all his dreams, but this is not the end, but a new starting point. Our strategic goal is to make Sunside the most competitive clothing enterprise in China by 20 10.
The lasting competitive advantage of an enterprise lies in its ability to learn better and faster than its competitors. As early as 2002, Tan Liang put forward the strategic concept of "building a learning enterprise, striving to be a knowledge worker and cultivating a hundred professional managers" and put it into practice. First of all, Luo himself is a model of lifelong learning. After graduating from high school, I have been insisting on self-study, learning from books, sociology, peers and practice. Today, he has learned a lot and become a senior management expert in the industry. From 2003 to 2004, under the recommendation of Zheng Peimin, the former deputy secretary of Hunan Provincial Party Committee, he went to Tsinghua University to study economic management and realized his "university dream". Next year, he will go to Shanghai to study for an MBA. Under his influence, Saint-Denis has made lifelong learning plans from high-level to ordinary employees. Nowadays, it has become a routine for Shengdesi to "create a learning enterprise and strive to be a knowledge-based employee".
Talent is the biggest capital of an enterprise. For a long time, Luo insisted on people-oriented and focused on building five teams: first, a "compound" senior management team that keeps pace with the times; The second is a "think tank" management team that can make good strategies; Third, an "innovative" R&D and design team overcame difficulties; The fourth is a skilled "skilled" labor force; The fifth is the pioneering marketing team, which can recruit good fighters. With such a high-quality team, Shengdexi can achieve sustainable management, build a century-old enterprise and be invincible in the competition with competitors. Luo said that this is the strength of St. Lucy, the core competitiveness of St. Lucy, and the biggest dream I pursue. Now, I am leading my team to explore the future of Shengdesi as a well-known domestic brand and an international brand. Saint Desi, which originated from the transliteration of an African folk dance "Dance of the Sun", is purely a coincidence. However, from its evolution to its spread and popularity, it subtly coincides with the lofty spirit and perceptual brand culture style of Luo and his enterprise in the sublimation of ideals. Whether it's a worker in a township enterprise, an entrepreneur who has successfully controlled the market, or his company is a flagship enterprise that leads Hunan clothing from a little-known workshop, the ups and downs of Li Mu 16 years have been deeply embedded with such a positive and honest and frank spirit, which has always inspired them to fly high. We can feel its burning heat and charm, and feel its powerful footsteps in the market.