Xu Tao: Second generation of private enterprises in new mainland

The 21-year-old girl found a market for pregnant women and occupied 65% of the radiation-protection clothing market within 6 years. As a female entrepreneur, Xu Tao Fang did not wait for succession, she created the second generation of private enterprise model two changes However, the beginning of the entrepreneurial Xu Tao Fang and not so scenery, Tim incense licensing radiation pregnant women did not stir up the initial market response, and Xu's family's original main business-　　Sales of middle-aged and old clothes have steadily increased. In the face of dilemma, is it a change of tack, inherited his father's return to the traditional market, or improve their products to "changing" breakout?　　Xu Tao chose the latter. She went up to the counter to talk to her expectant mothers about the reason they didn't like the smell of the maternity suit. She found that not pregnant women do not want to prevent radiation, but to prevent the radiation wear ugly style to stop.　　Xu Tao Fang immediately cheerful, Tim incense should be to prevent radiation clothing add fashion elements, make it break through a single functional clothing concept, with fashion characteristics. So, Xu Tao Fang will hand the salesman divided into two roads, a part of the largest number of people in the maternity and Gynecology hospital, to understand the different period of pregnant women with what different needs of pregnant women, and another part of the Shanghai Urban Women's store, to observe which models of pregnant women to sell the best.　　After the summary of information, she invited professional fashion design team, according to the special material of radiation-proof clothing fabrics, for pregnant women's preferences, integration of the prevailing Japanese-Korean style, the introduction of a variety of new radiation-proof maternity clothes. It is this change that adds incense to the radiation protection of pregnant women to open the door of the market. "Tim Xiang is not at that time the domestic radiation protection of pregnant women in the field of exclusive production enterprises, but at that time the brand has now closed all, we are relying on this ' change ' alive.　　Xu Tao Fang said. The second change of Xu Tao is to reduce production cost and realize scale production and sale through localization of technology. She first communicated with Japanese raw material manufacturers to persuade Japanese manufacturers to transfer part of their manufacturing operations to China in the Chinese cost advantage.　　Subsequently, in the process of processing for Japanese manufacturers to learn technology, and spend heavily to form their own scientific research team, integration of various technologies, developed with independent intellectual property rights of radiation-proof fabric technology, and overcome the lack of imports of raw materials can not be washed. 2005, with the localization of production, radiation-proof maternity raw materials prices fell to the original One-third, clothing prices also homeopathy down to about 600 yuan, Tim Shannon's sales immediately rose. At the same time, also let Tim Incense has the largest production base of radiation-proof clothing cloth.　　2007, more than 60% of the domestic manufacturers of radiation-proof clothing from Tim incense to buy raw materials, Tim Shannon mastered the industry's initiative.　　Decisive decisions many of the second generation of private enterprises for seniority, pressure and other factors, decision-making controversy may not have the courage to make a decision, but Xu Tao Fang's special place is, she dared to make the final decision, gradually won the market recognition Tim Incense let her have the confidence of the decisive. Li Yuqin is Tim Incense Industrial Co., Ltd. Marketing department account manager, in her impression, Xu Tao Fang is a vigorous and resolute dispensers, did a lot of finalBig decision. More than 3 years ago, Tim Shannon, who has become a TVSN, has been found to be involved in the mail-order business of the foreign-funded enterprises, Mai and Lin, hoping to use their channels.　　In the face of the TVSN and the low to no benefit of the price, "Xu always immediately, line, give two special price, we want to catch this platform, not to make money in the early stage," Li Yuqin recalls. Gradually into the scale of the enterprise does not rigidly adhere to the short-term explicit benefits, to find more senior partners occasion exerting force is feasible, market development will also play an unexpected effect. Less than two years, Tim Incense has been more than 10 Direct sales catalog of hot goods, Macaulay and TVSN also increased the order and increase the price of goods.　　Li Yuqin said that not long ago, Tim Incense and a number of agencies conducted a market survey, found that Tim Shannon brand of radiation-proof maternity wear is a prerequisite for most pregnant women. The surprise continues. 2005, the radiation protection of pregnant women's clothing industry at the beginning of the scale, some Tim Xiang original dealers hope to buy raw materials from the textile base of Tim Incense, a brand operating radiation-proof maternity clothing, for this one "rob the rice bowls" of the request, Xu Tao Fang's reaction unexpectedly is: "No problem. "At that time, China has a patent protection clothing raw materials textile base only Tim Incense, Tim Incense if refused to supply, other people take the old way of imported raw materials, it is impossible to become Tim Shannon's competitors." "At first someone disagreed, saying I was looking for my own opponent, but in fact, the radiation protection clothing industry has great business opportunities, it is still a new concept, the industry has not yet formed, simply by adding incense a business, can not promote the entire industry, only a lot of people to promote, the industry will have development, Tim Incense will have a greater sales.　　"Xu Tao Fang's decision is not unreasonable, now a number of radiation-proof maternity brand coexistence, so that the market generally recognized this emerging industry, in this sense, this is not selfish to a single big practice revealed Xu Tao Fang and its own age is not commensurate with the deep and old. In the eyes of Tim Xiang employees, Xu Tao Fang's biggest skill is "quite accurate prediction ability". From the advent of radiation-proof maternity, to open sales, to the breakthrough of growth, Tim incense every growth node and her projections are not big difference. 2008, she estimated that Tim Shannon's sales will also maintain 40%~50% growth momentum, she is also optimistic about the entire industry of radiation protection of the future market.　　Her estimate is that once the radiation protection of men's and radiation-resistant white-collar women's clothing has been widely recognized by the market, Tim Shannon and even the entire radiation protection clothing industry will be at least 3 times times the current sales. Watch the radiation protection clothing industry, not only Xu Tao Fang one.　　Almost every Tim's staff is stressing that all the people who use computers in the future may become the consumers of Tim Shannon. She (Xu Tao Fang) very independent, there is a persistent strength, she decided that the things worth doing, we must try to do, not to do will not be reconciled. I think this may be the main reason for her success. She can put all her energy into the company and devote herself to her work. But it may also be her fault, such attachment sometimesWill make her "speak from the words", especially when she first entered the company, many of the problems and her imagination is not the same, so she also experienced some setbacks.　　But I think it was these setbacks that made her grow up, and that she had a more mature way of behaving than her peers, so that she could now think more comprehensively. As a young manager, she has a lot of innovative ideas, especially in market development and marketing, willing to try some new methods, but also dare to try new methods. Just like a few years ago, she just began to do Tim Incense, the idea of using the network platform, when many people are not optimistic about network marketing, but she decided that network marketing is a trend to withstand the pressure to do this piece.　　It turns out that this innovation has broadened the traditional way of selling, and has played an important role in promoting the development of the company in the future. In front of her I would never praise her, only to say that her shortcomings, but in fact I am very proud of her. Especially in the last two or three years, I have been able to trust the company's day-to-day affairs to her care: let her deal with the entire production process, let her make a decision, let her solve the various problems in the business.　　When I first entered the company a few years ago, many people may have doubts about her abilities, but the results she has made over the years have made people feel that she is capable of being a leader. The female successors in private enterprises, the yang of the country garden may be the most well-known, but, and Liu's daughter Liu Chang, after Zong's daughter Zong Fuli, they still live under the halo of their father, far from establishing their own entrepreneurial image.　　In Shanghai, a 27-year-old "Door Woman" Xu Tao Fang has found a different from the father of the New World, her Shanghai Tian Xiang Industrial Co., Ltd. in the past 6 years to develop and almost monopolized a new market-anti-radiation clothing market. In 2002, Xu Tao, 21 years old, completed her undergraduate studies in Singapore. Her father Hurugen founded the Shanghai John Nathan Garments Co., Ltd., was already the domestic apparel industry in the head of a small enterprise. As a "second generation of private entrepreneurs," the "Girl" Girls could have been step-by-step, waiting for a smooth succession of wings.　　But she chose another way. During her study in Xu Tao, she found that many pregnant women in Singapore bought a special radiation-proof maternity suit, and she realised that it was a huge market opportunity.　　After returning home, she knocked on the door of her father's study and handed her an entrepreneurial plan. But the father did not support his daughter's choice. "My father has been a traditional clothing industry, and radiation-proof clothing is a completely different field." He didn't think it was a chance, but I insisted on trying.　　"When it comes to starting a business, Xu Tao is not quite sure how long it will take her to convince her father, but she remembers that his father finally just reluctantly agreed.　　However, 6 years later, the fact that Hurugen changed his attitude, "I believe her to make her own decision" is his basic attitude towards his daughter in the past two years. 6 years later the fact is: by 2007, Tim Shannon Licensing radiation products sales of nearly 300 million yuan, the market share of more than 65%, 3 consecutive yearsList first.　　Tim Incense Licensing radiation-proof products have been propped up a large half of Xu's industry. Three positioning to create an industry is able to occupy the opportunity, but also because of the creation of the "new", more accurate positioning.　　The forerunners need more than courage to follow them. 2002 Xu Tao, the radiation-proof clothing is only facing specific industries, specific groups of minority products. "Customer single, High price" is the real state of the industry.　　At that time, the main direction of radiation-proof clothing supply to the military sector buyers, a single style, limited to a large vest; and, at that time, the production of radiation-proof fabric technology, raw materials need to import from Japan, a single piece of clothing prices more than 1600 yuan.　　However, Xu Tao believe that with the Office system computer accelerated popularization, sooner or later, as in Singapore, Japan, the emergence of a large number of radiation protection needs, and the most demand is pregnant women, maternity clothing is to prevent radiation apparel industry breakthrough. identified the main product, where is the sales channel? According to the conventional practice of apparel industry, sales channels are broadly divided into shopping malls, stores and direct shop. But large integrated shopping malls brand-name, starting products into the door, the low threshold, but small profits but quick turnover of the model is not suitable for high-priced products;　　Which way should Tim Xiang go? A few times, Xu Tao decided: the initial stage, not into the mall, not into the store, do not go straight shop, specializing in maternity and infant supplies store, to persuade them to sell incense products. Let the expectant mothers favorite shop, become Tim Incense's first sales point.　　This choice, seemingly natural, is a decision based on a large number of customer inquiries. A year later, Xu Tao Fang and Lipaizhongyi, the introduction of E-commerce model. At that time, the apparel industry peers did not try this model, but Xu Tao Fang believes that those who love the internet, expectant mothers, more likely to become Tim incense potential customers. She personally led the marketing department to explore the E-commerce model: sorting out product information, made of pictures and pictures of the Web site, the sea in the network to select suitable buyers and actively contact with it, so that Tim incense products into the network shop; In addition, she also asked all the Tim Xiang staff to the major forums and search the site post messages, so that "Tim incense", "Radiation protection" Become a "maternity dress" derivative keywords. Today, the sale of Tim Incense Products Network shops have more than 3,000.