Interview With Mr. Ye Guoming, Managing Director Of Eighteen Ladies' Square

An enterprise can be big or small, and the speed of controlling development can also be fast and slow, but the decision-makers at the helm must never have a narrow mind.

This belief is the support.

As the general manager of Guangzhou Suzhou Garments Co., Ltd., the brand of the eighteen ladies square has not been widely recognized by the industry, but its vision of seeking truth and distance will be destined to become a beam of light to illuminate the brand's forward road.

Perhaps it is necessary to introduce the eighteen ladies square brand, which was established in 1998 and officially operated in 2005. Along with the progress of the national 11th Five-Year planning, the eighteen ladies square has achieved a leap from quantity to quality.

All over the country, the more than 1000 terminal stores are Ye Guoming's most proud pride, quietly doing things and being a solid man. He summed up the work style of the Guangdong apparel industry.

The sorrow of the fallen is the footnote of the winner.

For more than 20 years in clothing business, Ye Guoming has seen the most, and the most obvious thing is the ups and downs of the brand.

If we can not get inspiration from the fallen, we are doomed to escape.

"Before 2004, it has been in Guangzhou.

Many of those who pformed their brands from the wholesale market to the quiet after the initial boom and boom.

This impressed Ye Guoming at that time.

Without good ideas and good learning management mode, rashly pformation can only be the spirit of fighting the brave, but without the successful strategy of the counsellors.

Stress is one of Ye Guoming's cognition of self identity.

That year, under such pressure, ye Kuo Ming analyzed the development direction of the clothing industry calmly, and the conclusion reached is so simple and clear now -- branding.

However, when the goal is put on the execution level, everything is not so simple and natural. It will be limited to various reasons and factors, so that the realization of goals will be complicated, so that even the target itself will be blurred.

It is Ye Guoming's first need to think about how to make a brand, what brand to make and how to organize a team to achieve the brand.

When the eighteen ladies square decided to have a lady's route, Ye Guoming once asked herself whether she could be accepted by more consumers in the background of the prevailing leisure and sports style. This is a rational introspection, because for a brand, the establishment of style is like the shaping of the soul. Any swaying of style is a fatal blow to the brand development in the future.

With careful and careful verification, Ye Guoming feels that with the return of women's multiple aesthetic, the ladies' route will undoubtedly attract a large number of followers, which will be the great blue sea of the eighteen ladies' Square.

From wholesale clothing to brand management, a re election process was launched between Ye Guoming and former collaborators, which included painful choices.

When those who had to quit the brand team because their ideas could not be updated in time, when they waved goodbye to Ye Guoming, Ye Guoming knew that without these people there would be no eighteen ladies' square now, and if they were still there, there would be no tomorrow for the ladies' workshop.

Entangled in reality and emotion, Ye Guoming made the most painful choice.

Now, there are old friends who have worked together for more than ten years, and new partners who have just joined.

Ye Guoming feels that this team is the core competitiveness of the eighteen ladies' workshop because everyone is doing things with the same intentions and pursuits.

On the market, the good thinker seeks the overall situation.

It is Ye Guoming's imperceptible harvest that he sees the hope of success from the fallen man.

Ye Guoming said: "the backward concept is the last memory left by the brands that have disappeared. Sometimes too much experience will become a stumbling block for development. Breaking the mindset and constantly accepting new ideas and ideas are important reasons for the vitality of enterprises.

"

There is no best decision but the best choice.

In 2011, the eighteen Ladies Fair will exert great efforts in brand building.

Next year's March China International Clothing and accessories fair, the first exhibition of the eighteen ladies square will be presented with an unprecedented spirit, and the TV, plane and network Trinity will launch the biggest marketing climax of brand history.

The high-profile appearance has been understated for five years, and this pformation has made people see the intrinsic motivation of the brand's desire to improve.

"The power of eighteen ladies' workshop is not a sudden decision. It is inevitable for enterprises to accumulate.

Just like the choice of Lan Qin and Jiani Zhang as spokesmen for the image, the green duckweed and Hong Ping shaped in the "curtain dream" coincided with the positioning of the eighteen ladies' Square, though they were not famous at that time, but they were the most suitable ones.

For enterprises, there is always no best decision, and the best choice is to ensure success at different stages.

"

In Ye Guoming's planning version, the eighteen ladies square is a popular brand.

It is almost impossible for many people who are obsessed with brand management to admit their brand status in the market is low or middling. The vanity of businessmen makes them concentrate more on the middle and high end market.

For Ye Guoming, running a popular brand will not affect his strategy and vision as a businessman.

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"The structure of China's consumer market is currently a typical Pyramid type. The bottom of the tower is undoubtedly the biggest.

With the development of domestic economy, this structure will become rhombus, and the middle part will become more and more important, and the mainstream consumer group of middle and low end brands will be among them.

"Judgment based on rational analysis is the cornerstone of Ye Guoming's decision making.

"If one day we want to be a high-end market, it will not be the eighteen ladies' workshop. Maybe there will be a new brand.

It is unrealistic and dangerous that we will not lose the existing customers of the eighteen ladies' Square and rearrange the brand positioning.

"

In the face of the fast pressing of foreign fast fashion brands, Ye Guoming also felt a lot of pressure.

"ZARA, GAP, UNIQLO...

Fast response has become a trend. We are thinking about how to integrate fast fashion into brand. This is more difficult for us because we have a large quantity and a long production cycle.

"

Fortunately, this is only a means of realization.

After all, Ye Guoming has been concerned about the benefits and vitality of fast fashion. What he needs to solve at present is to set up a practical plan according to the actual situation of the enterprise. In this scheme, there are some risky elements in it. But even if it is risky, it is also the choice of his careful comparison.

The bottleneck of enterprises stems from the shackles of ideas.

For a job seeker, what kind of work is most desirable? The fame of an enterprise?

Ye Guoming asked himself the same question.

As an enterprise leader, he prefers to talk about what platform the enterprise can provide to employees. This platform should not only satisfy their basic living needs, but also let them continuously enhance their own value in this platform.

In Ye Guoming's mouth, the eighteen ladies' workshop is still a small business. The biggest bottleneck for small businesses is the limitation of their minds.

In particular, those who can influence the development of enterprises should broaden their horizons and be more active in their thinking. Only in this way can the vitality of small businesses be maintained.

The key to the problem is that the clothing industry is an example of a lack of models. There are few real cases to draw from others. Ye Guoming also feels that if he continues to use others' mode, his company will have less chance of winning.

As a result, Ye Guoming's conscious behavior is to rebuild and upgrade individuals.

Learning oriented enterprises must have learning leadership. In recent years, Ye Guoming has been studying for advanced studies in addition to his work. He has participated in various kinds of learning of Tsinghua, China and other famous domestic training institutions.

With more and more communication with experts and business friends in the industry, Ye Guoming has shifted from focusing on the development of individual enterprises to understanding the trend of the industry.

In the process, Ye Guoming gained a lot.

"The development of enterprises must conform to the trend of the times, clothing enterprises are constantly integrating, each category of each style of enterprise concentration will be higher and higher, the stronger the stronger, in front of the enterprise may have only two ways, or become stronger and bigger, become a listed company, or make the characteristic, wait for the acquisition.

"

In this process, the greatest benefit that enterprises can provide to employees is the limitless promotion of personal value.

In addition to other factors, it is very important for Ye Guoming to provide employees with an upward path to personal value.

"Don't do business in cages.

"This is Ye Guoming's impressive speech.

How big is the size of a women's clothing brand? One thousand or ten thousand? Ye Guoming did not give a definite answer. He said, "I used to think that there are two or three shops in eighteen cities in a city, but the reality is that there are 20 or more cities.

The market is how big, who can say the clear? What we want to do is to emancipate the mind, do not take the inherent ideas to limit it, do what you should do, provide good products, improve brand awareness, do not cover the top of yourself, so that you will put yourself in a cage, do business is no top.

"

The emancipation of thought made Ye Guoming have a bigger ideal.

"I want to make the business of the eighteen ladies fair bigger, and let their employees have a higher platform. In the next 5 years, we will actively strive for listing.

"Though it sounds a bit abrupt, Ye Guoming, who is sincere, does not boast.

"Listing is not an end, but a goal.

"Ye Guoming believes that his team is the greatest wealth of itself, so long as someone is there, nothing can not be achieved.

"We can not see what will happen in 5 years, but we can control every year of our lives, so long as we have definite goals, we will have opportunities.

"

Responsibility is not to be talked about.

Ma Yun, a Alibaba, once said that a person has 23 million dollars and is happy. If there are two to thirty million people, he will start to suffer pain. Because he always wants to invest, if there are two, three hundred million or more money, then it is not his own but the state. You are only using your own mind and team to help the country to make money.

Ye Guoming, who was born in 60s, has great feelings about this.

This generation has experienced hardships and responsibilities.

He is always talking about gratitude.

Thanks to those who worked with him in his career, he thanked those friends and friends who helped him. He even thanked the competitors who had given him pressure, because they made him continue to rise and have some success today.

An honest person will always remember that we get more from society and we must pay more for this society.

Ye Guoming thought so.

"Entrepreneurs make an enterprise bigger, in addition to satisfying personal pursuit of wealth, there is still a large part of the reason for achieving the goal of becoming rich and serving the country.

In many cases, I feel very small and need to do everything with fear.

A centennial enterprise with sustainable development is my hope for the eighteen ladies' workshop.

Ye Guoming was pious when he said this.

Behind Ye Guoming is hundreds of interests. His suppliers, franchisees and employees make him feel that the burden is not heavy.

To do business well is the most realistic responsibility for him.

Including listing, not only to satisfy the vanity as a commercial individual, but also a reflection of responsibility in most cases.

"I prefer not to be a big shareholder, but also to make things bigger.

Because a person's strength can only earn small money, big money must be earned together.

"