Yang Xun, Vice President Of China Apparel Association

Go to sea

Forced to do ironing work by livelihood

Due to livelihood, in 1972, under 20 years of age.

After six hours' travel from Huizhou to Hongkong, he went to the garment factory with the older brother who had traveled to Hongkong before he became the lowest ironing worker. "At that time, we had only one swimming trunks."

At that time, more than a dozen of them were crowded into a 40 square meter house, which was called "refugee" by local people.

For more than 30 years, today's Yang Xun takes the embarrassment of that day as a joke.

But the two brothers who first arrived in Hongkong really appreciate the hardships of life.

No money, no connections, and no English, Yang Xun, who desperately needs to live, has worked for three jobs. He worked in the hot ironing workshop from morning till night.

Yang Xun was often fumed with steam, and he swore in his heart that it was only temporary to endure hardship, but never again.

With a relentless effort, Yang Xun and his brother quickly ran the ironing from the ironing boy to the director.

Two years later, the two brothers set up a small sun clothing factory with their savings.

"There is no ideal, we must put it into practice and stick to it."

This is Yang Xun's greatest achievement in those days.

Because of years of work habits, Yang Xun is still working more than 10 hours a day, the last person in the company.

Start

The life of the small garment factory is very difficult.

An order of 200 dozen lattice jeans will eventually enable the sun to find the key to open the door to wealth.

At that time, the American market was gaining popularity. But because of its complex technology and low profit, the price of HK $more than 500 was not available in Hongkong.

The Yang Xun brothers came at a low price of 299 yuan. "No way, there are a large group of people in the factory to feed."

It's hard to get rid of jeans on the jeans.

At that time, many manufacturers seldom did several things a day.

Yang Xun and technicians studied for several days and nights, and developed a special small mold for lattices.

After finding the knack, the production speed came up quickly, the efficiency increased by 3 times, and the lattice jeans became the first fist product of the rising sun.

In the first year, he produced 100 thousand dozen and set up a Hongkong garment record of 1 million 600 thousand styles.

A year later, the workshop of the sun clothing factory rapidly expanded from 600 square meters to 10 thousand square meters, and the number of workers increased from 100 to 1000.

If you want to succeed, you should not be afraid of losing money. If you want to lose, you will have friends and opportunities.

This experience impressed Yang Xun deeply.

Transformation

Sharp grasp of business opportunities in news

Success is not always smooth sailing. The rising sun soon encountered another problem: quotas.

At that time, Hongkong enterprises needed to buy quotas for textile and clothing export. Due to fierce competition, the quota rose from 6 yuan / year in the first year to 126 yuan in second years.

If we go on like this, we will not be able to make money. The sunrise, which is originally thin, may still be dragged down.

The two brothers read the news and learned that quotas do not need to be bought in Philippines, so long as the enterprises have export volume, the government gives them.

Therefore, the sun quickly pferred some of its production to Philippines. A year later, the two brothers found a better place. Not only did they not need to buy quotas, they exported one yuan, but the government also subsidized 5 corners.

"When the Indonesian government needed foreign exchange, we took a ride."

The two brothers, who were delighted, set up production bases in Indonesia immediately.

In March 1978, the spring breeze of reform and opening up has just blown to the mainland of China. The two brothers with the acute sense of smell were the first to set up processing plants in Guangdong. In 1979, they set up similar processing plants in Jiangsu, Shandong and Liaoning respectively.

In the past 30 years of development, Asahi has undergone 4 important pformations: from Hongkong to overseas, back to the mainland, from industrial manufacturing to diversified operation, from industry and trade to apparel retailing. In fact, it is a microcosm of enterprises looking for market gaps and scaling up.

"There are business opportunities in the news."

Yang Xun, who has to read the news every day, says that to do well in business, we must understand the international and domestic situation, assess the situation and strike the right place.

Development

Marrying Australia

"Orders are always passive by others, and they must be their own brands."

Under this concept, Yang Xun brothers began to cultivate their own brands.

They took a fancy to a retail brand in Australia, which is JEANSWEST, a popular brand in China.

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In 1990, the rising sun bought the Australian clothing retailer "JEANSWEST" (JEANSWEST), and subsequently acquired its more than 100 shops' operating equity.

Under the management of Yang brothers, JEANSWEST Australia has been growing at a rate of 60% for three consecutive years, and then became the second largest casual wear chain in Australia.

But the real success of JEANSWEST lies in the Chinese market opened by Yang brothers.

In May 28, 1993, JEANSWEST opened the first leisure clothing store in Shanghai and officially entered the Chinese market.

At that time, China has just allowed foreign-funded enterprises to enter the field of consumer goods retail in China, and the trend of wearing jeans has just emerged in the mainland. Only a few foreign brands have opened monopoly chains.

But Yang Xun analyzed that the demand for food and clothing would be higher and higher, and the casual and comfortable casual clothes must have a large market.

This is the main reason why Yang brothers have deployed heavily to the mainland with JEANSWEST.

Yang Xun positioning his brand, the core customer group is 18 to 25 years old healthy, progressive young people, the characteristic is likes the popular, but because of the age and the income limit, cannot withstand the popular world famous brand price, therefore JEANSWEST's localization is "makes the young consumer to be able to buy the famous brand".

This positioning of JEANSWEST fills the gap of casual clothing market suitable for young people at that time, and lays a solid foundation for many years to dominate the market.

Expansion

Seize the domestic market ahead of time

Whether JEANSWEST came to China in the first place or later with many wars of leisure brands, Yang Xun has always maintained a unique style -- trying to reduce costs and not spokesmen.

This is a very wise and precise decision.

When JEANSWEST first entered the mainland, most people's wages were only a few hundred yuan, but spending about 100 yuan to catch up with popularity was a consumption that was enough to arouse people's desire but could afford it.

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The Qingdao store, which was opened later, originally intended to sell goods for two months and sold out in less than two weeks.

So Yang Xun vigorously expanded the market. In one year, JEANSWEST developed more than 100 stores in the country.

Later, when other leisure brands started, JEANSWEST firmly grasped the hearts of the Chinese people.

After 15 years of development, JEANSWEST has become one of the most successful casual wear brands in the mainland, and has opened more than 1700 stores nationwide, with sales of 3 billion yuan last year.

Over the past two years, JEANSWEST has begun to focus on building an extension brand.

Not only focus on building and promoting a more fashionable young casual fashion brand "Phil", but also launched the women's casual brand "J-one" last year.

"Brand development to a certain stage, we need to extend."

Yang Xun said, "the casual wear market has increased by more than 30% in recent years. More and more enterprises are looking at this market, and the competition market will become bigger and bigger."

Yang Yang, a student, said:

Act according to one's capability

First, pay attention to balanced development.

At the venue, many college students were consulting on entrepreneurship and academic balance.

Yang Xun said that students have entrepreneurial passion is good, but we must recognize that entrepreneurship is a cause, we must work hard, do not be afraid of losses, but also willing to use their brains, "opportunities always favor those who are prepared."

Yang Xun said that we should measure how much talent and financial resources we have, and decide what to do.

For example, the rising sun is now a balanced development of labor-intensive industries and capital intensive industries, and a balanced development of industry, trade, marketing, finance and real estate.

He suggested that the rapid development of domestic private enterprises, especially when the family business has developed to a certain stage, must deal with the relationship between entrepreneurship and keeping the business well, so that those who can do so will be able to recruit more talents who are good at managing the industry, so that enterprises can better develop.