Gao Fan: The Internet Women'S Wear Down Jacket Is The First To See How Wu Kunming Rises And Falls.

A huge loss of 1 hundred million, three months did not go out, he was scolded by his wife in a sentence: "you can afford one hundred million, I believe you can earn one billion!" as a result, he really set up a 1 billion market capitalization enterprise! He is China's light fashion down jacket leader brand [Gao fan] founder Wu Kunming, his business story is legendary!

The greatest pain in life is to get out of poverty and become a human being, and then go bankrupt overnight and owe huge debts.

Wu Kunming is such a person. When he was young, he had no money to go to school. He worked in the water for 12 hours every day. He didn't feel bitter, but after he failed in business, he owed 100 million of his debts. He sold his house, car and all the valuable things.

No place to sleep, sleeping on the floor of another's home, three months without going out of doors, sleepless nights, the most important thing is mental pressure, the shadow of bankruptcy is hard to leave, and tens of millions of dollars in debt.

With his wife's encouragement, he stood up again, made a successful start in two businesses, and succeeded in Building 1 billion level enterprise, Gao fan, and maintained an annual growth rate of 100%.

Why is it so fierce? Because he has possessed secret weapons: draught, big data, and black technology. If he defines his company in a sentence, it is a technology enterprise in the clothing industry.

Working for 12 hours every day

Start a night bankruptcy big loss 1 hundred million

In 1974, Wu Kunming was born in a small village in Nanan, Fujian. She was the third in the family, and there were two older sisters.

At that time, the family did not expect him to do anything big because his family was too poor.

When the father married his mother, there was only one pig for the bride price.

When Wu went to junior high school in Kunming, the family did not have enough money to send three brothers and sisters to school at the same time. So the elder sister and Wu Kunming dropped out of school to work, and her elder sister continued to go to school.

In 1991, Wu Kunming, 17, entered a garment factory. Because of his low educational level, he was assigned to wash jeans for 12 hours a day, and his feet soaked in water for 12 hours.

However, no matter how hard and tired life is, he never gave up studying. After working, others played cards, he was reading books, others drank, he was reading, no matter what others did, he was always reading.

This strange phenomenon is seen by the boss in the factory, and he thinks Wu Kunming is a good person. In addition, Wu Kunming also gives some suggestions to his boss from time to time, and runs to chat with the sales people, so that the boss feels "Xiao Wu has a very good quality".

So, the boss removed Wu Kunming from the washing position, sent out to be a salesman, sent goods to the mall, and then collected the money.

After a period of accumulation of contacts and resources, Wu Kunming started his own business. In 1996, he became the general agent of Italy brand flag king, and entered the traditional garment industry since then.

At that time, Wu Kunming was very fierce, and spent five years in charge. Anhui became a sales champion. At the age of 27, it became the general agent of Anhui, Jiangxi and Hubei provinces, with annual sales of over 100 million yuan.

At the same time, it also represents the down jacket of Yalu, Bosideng, Eral and other brands. When the peak is reached, nearly 600 million of the money is paid back, which is the ten largest gold medallion agent in the country.

At this time, Wu Kunming was very conceited and felt very good about himself. He felt that the office should be big and the style should be there.

In 2004, Wu Kunming registered Gao fan's brand and began to pform into a private brand.

He didn't think he had a place in the traditional clothing industry. After his own brand, he collapsed. In 2006, the company went bankrupt and lost 1 hundred million.

He went bankrupt and slept through the floor

Also successfully created a 1 billion level enterprise.

At that time, Wu Kunming was miserable. He sold his house, his car, almost everything around him, paid debts to others, and finally owed twenty-six million.

Wu Kunming gave the only 28000 yuan to his wife, and she went to Shanghai alone.

I can only sleep on the floor, the floor shop or others.

When Wu Kunming finished his affairs in Anhui, he got together with his wife in Shanghai. But at that time, he was particularly decadent. He didn't go downstairs for three months. His wife didn't want to see him so depressed. He said, "you man, you can afford one hundred million. I believe you can make one billion."

This remark aroused Wu Kunming's fighting spirit. He stood up again and began to examine Gao fan's brand.

He summed up the reasons for Gao fan's failure: conceit - over marketing - supply chain collapse.

In the traditional trade, 1 hundred million of the year went up and flew higher on the draught. This made Wu Kunming become arrogant from self-confidence and felt that as long as he made his own clothes, he would certainly succeed.

Therefore, we continue to engage in marketing, the traditional marketing means to move directly to use, although marketing has finally been successful, but because there is no pformation of its own supply chain team, eventually leading to the collapse of the supply chain.

Wu Kunming, who woke up with no sense of conceit and awe, began to think about how to survive.

At that time, the position of Gao fan was mass product, and the price was basically between 299-499. Just like today's millet, the gross profit margin is very low, mainly based on explosive products.

Such positioning is in line with market demand, but it needs a lot of capital. For Wu Kunming, who has already gone bankrupt, this position is obviously not allowed to continue.

After investigation, it was found that the market of high-end down jacket Market was still blank, and the 2000 dollar down jacket was not yet done. This is a huge draught.

So, from 2007, Wu Kunming repositioned Gao fan and started his two venture.

At this draught, Gao fan really flew up. The gross profit of a high-end down coat can reach 50%, and the market is also very tight. In less than two years, there are more than 700 stores under the line of Gao fan, and the sales volume has exceeded 100 million yuan.

In 2011, the electricity supplier broke out. Wu Kunming saw the draught and went to the EMBA class of Taobao University. After two years of exploration, he repositioned the product in 299-499 rooms according to the needs of online users. However, the design, version and production were still the team of high-end down jacket.

"Dimension reduction".

"Wu Kunming summed up the success at that time by using a popular word now." at that time, the electricity supplier was still doing some peddlers, and the down jacket was a very professional category.

With such technology, we sell them at almost the same price and fire at once.

Since then, the annual sales volume has maintained almost 100% growth. In 2015 and 2016, 26 million items of clothing have been sold in two years, and the market value of the company is currently 1 billion.

It's true that your wife can say that you can afford one hundred million, and I believe you can earn one billion!

Science and technology enterprises in clothing industry

To build explosive products depends on these three tactics.

In June 26, 2014, during the promotion activities in June 26, 2014, Gao fan's down jacket was ranked first, and sales volume was two times that of Boston, the second ranked veteran.

In November 11, 2015, at the global Tmall Carnival Shopping Festival, the sales of high fan down clothing for 24 hours was 41 million 70 thousand yuan, ranking first in the Internet women's wear down clothing and second in the whole net down clothing.

Since 2012, it has only been 7 years to enter the electricity supplier. Gao fan's down jacket has entered the top three of the electricity supplier.

Just like the old people do not understand the trembling sound, many people do not understand why Gao fan can rise suddenly and become a dark horse in the clothing industry.

Gao fan, in fact, is not only a clothing company, but also a technology company, using technology to serve clothes. This is the secret of the rise of Gao fan.

Black Technology: pparent down jacket

In 2014, Alibaba made a random inspection of Taobao and Tmall products, and found that the pass rate of all products was only 23%, and many goods were shoddy. However, it was found that the down jacket of Gao fan was not only fully qualified but also up to the Japanese standard.

Down jacket usually has a small pendant to illustrate the inside down, but in fact, it sells the dog meat, the feather inside the tag is very white, but actually the down inside the clothes may be black. This tag does not solve the fundamental problem.

Although the quality of the high fan down jacket is very high, Wu Kunming still needs to prepare for the rainy day. He thinks that the pparent kitchen is popular now, so that customers can see the operation process of the kitchen. Why can't the clothing industry be pparent?

So Wu Kunming's R & D team spent three months developing a pparent cloth for the down jacket. Even if there is a black spot on white feather, it can be seen with the naked eye, so that consumers can clearly know what material they are wearing.

Big data marketing, each explosive products

Nowadays, the style of clothing is usually the research and development of large enterprises, and the imitation of small businesses follow the trend. This pattern has a drawback, that is, whether the consumers of the R & D style do not like it, whether they can adapt to different groups, and it is difficult to determine in the early stage. If the last consumers do not like it, then they will abandon the previous work.

Wu Kunming will make this uncertainty, using the popular big data now, turn it into certainty. As long as Gao fan's R & D style, it must be the consumer's favorite style.

Using big data collection and analysis, we first know who the users of Gao fan are and what they are fond of; users can know what kind of users like by clicking on their products, plus the trend of the industry, and then, through data analysis and real-time monitoring of sales volume, we can sell products.

Therefore, every down jacket of Gao fan is almost explosive.

Last year, Gao fan became the Alibaba's "ten big data pioneer" enterprise.

Cross industry talents

Talent is the cornerstone of every enterprise's rapid development. Although Wu Kunming is only a primary school diploma, he is convinced of this. Gao fan has talents from all walks of life.

There are talents from Dikaron, UNIQLO and other enterprises in the industry. Outside the industry, there are talents from the organs and businesses. For example, the head of the front end is the general manager of Beijing's electricity supplier from Beijing. It has returned from Hefei to become a founding partner of Gao fan.

The head of the supply chain is the Maersk shipyard from the world's top 500. He has been engaged in supply chain management throughout his life. He is an expert in this field and has been invited to teach the clothing brand to the whole country.

Now, in terms of flexible supply chain, Gao fan's industry is second to none in terms of turnover speed, inventory turnover and selling out rate control. This is not only a subversion to traditional clothing industry, but also a subversion of traditional thinking.

Now, in addition to making high-end women's down jacket, Gao fan also makes some cheaper clothes, but no matter how much the price is, no matter how much the profit is, the quality is the first. Wu Kunming said: "our products can be reached at any platform, any time, any sampling inspection, to meet the national standard."

The combination of technology, big data and talents has made Gao fan a dark horse and a new force!

Although Gao fan has achieved very good results, Wu Kunming has gone through bankruptcy. He has a clear view of his career. Today's status does not represent the status of tomorrow. Therefore, in order not to have a generation gap with his employees, he is studying every day, and working hard every day in order to better manage his business.

He sees farther in the future. His goal is to internationalize and make Gao fan become an international brand. Just like Lining, China, Gao fan can also get on the international stage, making Chinese logo become a fashion and a pride.

Now, every year, Gao fan has to do public welfare activities. Last year, 2 million down coats were sent to 4 provinces. Wu Kunming's goal was to send the warmth to China and slowly to the whole world.

A globalized enterprise is not only the globalization of business, but also the globalization of corporate culture. Gao fan has taken the first step.

Postscript: supply chain guarantees the birth of Internet "burst money".

At the beginning of the interview, Wu Kunming was found to be too hard-working. He spent 12 hours in the water every day, but after the interview, he found that he could not only endure hardships but also a wise man.

Although a primary school diploma, standing at a higher level of view, although the company usually does not participate in company management, it affects the company from talent, strategy and so on.

From arrogance to self confidence, he realized that "today's status as a whole does not represent the status of tomorrow's rivers and lakes". This is the fundamental reason for the sustainable development of Gao fan.

Wen Shuai also likes this sentence. The success and failure of the enterprise are the thoughts of the founder. They always wake up and work hard, even if they can't do more, but they will not fail.