Yu Zeguo, male, 42 years old, is a native of Liaoyang. Ten years ago, he left the government and joined the business world. His group's "Three-Eared Rabbit" has become the number one underwear brand in Northeast China, and has won the titles of Liaoning Provincial Famous Trademark and Consumer Satisfaction Product for three consecutive years.

He is the first person from the Liaoyang Personnel Bureau to leave his job without pay and go to work. At the beginning of 1992, 29-year-old Yu Zeguo resolutely resigned from his official position in the Liaoyang Personnel Bureau with the passion and dream of starting a business and went into business. Due to his background in government work, Yu Zeguo was well versed in the country's economic policies and situation. He made Heihe, a newly opened border city between China and Russia, his business destination.

In 1997, the Liaoyang State-owned No. 2 Knitting Factory was on the verge of bankruptcy due to poor management and insolvency, and was publicly auctioned to the public by the government. Yu Zeguo assumed the legacy debt of 8.5 million yuan with 3.5 million yuan in cash and obtained ownership of the factory, thus becoming the first person in Liaoyang to acquire a state-owned enterprise.

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Character interviews

Yu Zeguo said: "There are hundreds of thousands of clothing brands. When we registered trademarks, we had many The name has not been registered yet. 1999 happened to be the Year of the Rabbit, and the three words “Three-Eared Rabbit” sound very innovative, which makes it easier for people to remember the name of the brand.”

“At first we thought it was easy to make a brand, it was no big deal. As long as we came up with a name, registered it with the industrial and commercial department, made good packaging, grasped the quality of the product, and launched it into the market. Sales. However, the market situation was not like this. At that time, the competition was very fierce and no one knew this brand. "

"Although our products were put on the market as high-quality products, they were the best in domestic underwear. This is rare in the industry. However, our entire marketing planning and product development ideas were not well connected with the market. As a result, the early sales performance was not satisfactory. After two or three years of market experience, we calmed down and looked back. Re-examine existing problems in product R&D, production and marketing. ”

“We found that good products alone are not enough. We also need good design, good R&D, investment in sales network construction and advertising. We have to continue to expand. Finally, we decided on the famous actress Jiang Wenli as the brand image spokesperson. Slowly, more consumers accepted the three-eared rabbit." Yu Zeguo spoke frankly about the hardships of building a brand. course. ”