Tell the story of Shi Lei's entrepreneurial road.

Tell the story of Shi Lei's entrepreneurial road.

In daily life, everyone is familiar with Shi Lei. In order to make you understand Shi Lei more easily and conveniently, the following is a description of the entrepreneurial road in Shi Lei for your reference, hoping to help friends in need.

Many people can get rich overnight in daydreams, but everyone knows that there is no such thing as a free lunch, and efforts must be made to reap the fruits. Today, we will share how this legendary figure started his business, from a poor boy to a rich man. This is Shi Lei.

From penniless to now worth hundreds of millions, from a blank sheet of paper to the first person in the clothing and paper industry, from running a bicycle to owning more than 80 delivery vehicles, from a humble private house to 12 offices in eight branches all over the country, from annual sales of tens of thousands of yuan to sales of more than 300 million yuan in 2009, Shi Lei, who is only 35 years old, released a business legend. Now, he is marching into the underwear industry with a banner, and people who are familiar with him are shouting: "The wolf is coming, the madman is coming"! The underwear industry, which is not calm, will become more intense.

"Crazy" Clouds: The First Million in Life

1990, Shi Lei, who was only 16 years old, like most migrant workers, came to Shenzhen alone from rural Chongqing to work in a Hong Kong-funded paper company, starting as an ordinary salesman. From then on, his crazy nature began to appear, and it was his unshakable belief not to do small things. He traveled all over Shenzhen's large and small industrial zones and was turned away, but he never lost heart. Even if the customer only wants a piece of paper, he will serve wholeheartedly and impress the customer with sincerity. Because of his intelligence and hard work, coupled with his business talent and way of being a man, he is the sales champion of the company every month and is deeply appreciated by his boss.

After spending a year in Shenzhen, Shi Lei analyzed the stock market. Therefore, he resolutely resigned and chose to start a business and entered the clothing and paper market. Clothing paper is a small field in the paper industry, but he realized that China's clothing industry will flourish. At that time, he didn't even know how to use checks. With tens of thousands of yuan in cash accumulated from a year's work, he came all the way to Zhejiang to feed paper. He stayed up for days and nights on the long-distance bus, fearing that the money would be stolen by thieves. It was extremely hard at the beginning, and it was common to sleep outdoors. At night, under the overpass in Shenzhen, it often becomes his dormitory. With diligence, hard work, tenacious perseverance and strict demands on himself, he became a millionaire at the age of 24. This year is the eighth year for Shi Lei to wander the rivers and lakes. He set himself a higher standard, which must be the clothing and paper market ranking 1.

In the next ten years, he opened branches in Shenzhen, Dongguan, Shunde, Shanghai, Beijing, Fujian, Dalian, Qingdao and other places, with 20,000 customers. Almost all large and medium-sized clothing enterprises in China are his customers. In 2003, he made his business abroad, and almost all the customers of several domestic paper companies were taken into his pocket. In 2004, his paper company, Shenzhen Bailianxing Industrial Co., Ltd., ranked first in China's clothing paper market and became the world's first clothing paper expert. In 2009, the turnover was 289 million, and compared with the sales of 48 million, the second place in the industry, it was far ahead and became the invisible champion of the industry.

On the afternoon of June 5438+ 10, 2007, Shi Lei received a phone call from Jiangxi. The purchasing lady of Jiangxi Delis Underwear Company said eagerly on the phone that because of the quality problems of two rolls of paper they purchased from other companies, the delivery date of the order was affected. At the same time, the company's bed cutting department complained to the boss, and the boss ordered the purchasing lady to "leave without paper". Shi Lei immediately arranged for her subordinates to drive away from Shenzhen overnight. The paper was sent to Jiangxi at two o'clock in the morning, and the weather in January was freezing. Round trip 10 hour, the cost of two rolls of paper is only 700 yuan. When Shi Lei became the first in the industry, it was still doing business at a loss, and it still adhered to the principle of sincere service.

An ordinary person, in a very humble field, persisted in doing 18 years, earned the first million in his life in eight years, and finally achieved the first place in the industry. Persistence is victory, and Shi Lei worked miracles.

Or is it because his name is full of the word "stone", and he always compares himself to a stone, teaching employees under what circumstances the stone can stay on the water and not sink? Is to have high speed! Shi Lei created speed with entrepreneurial passion and made great achievements with perseverance. He is famous among his peers in the paper industry and has become a young legend.

There is no smoke without fire: underwear is crazy, too.

In 2003, Shi Lei met the business leader Jack Ma for the first time. Ma Yun looked at his business card and called himself a stone with a smile, but Shi Lei firmly replied that it was not a stone, but a diamond. By 2004, Shi Lei's paper company has become the world's number one clothing paper, perhaps because it is invincible all over the world. Shi Lei felt lonely and lost his purpose in life. At this moment, his career and life changed because of a friend. In 2005, his old friend Mr. Zhou Baoji talked with him about the development of underwear industry, which inspired his passion for starting a second business. Just like starting a business for the first time, in May 2005, he invested and established Dongguan Evy Clothing Co., Ltd. to enter the underwear production industry. He started as an exporter, targeting high-end brand customers in Europe and America. Shi Lei, who never knew about underwear, dared to invest in unfamiliar fields. Because of his "madness" and Zhou Baoji's specialty, by 2009, Evy Company had grown to the scale of 500 people with annual sales of 50 million, passed the ISO international quality system certification and the strict social responsibility certification in Europe and America, and became the designated ODM manufacturer of major underwear companies in Europe, America and China. Compared with the speed of earning10 million in the first eight years, it only took less than two years this time.

What is unimaginable is "crazy". In 2008, in order to establish his own brand and expand the domestic market, Shi Lei handed over his two companies to professional managers and disguised himself as a brand underwear company, with a salary of only several thousand yuan, which lasted for more than a year. From brand positioning, strategy formulation, marketing and team building, this move shocked people around us. Everyone thinks he is crazy. A paper maker, who didn't do his own business well, went so far across industries. There are bystanders, cynics, and others who are confused, but Shi Lei never doubted his choice. As long as he looks for something, he will stick to it. When the reporter repeatedly asked Shi Lei the secret of his success, he just said that there was no secret. To achieve great things, he must dare to do things that ordinary people can't.

After four years of sharpening a sword, Shi Lei came back from school like a "sea returnee". In September 2009, he bought an office building with a building area of 1.400 square meters in the CBD center of Dongguan, and established a brand marketing management company-Dongguan Kangzhiban Clothing Co., Ltd., and also established two underwear brands, "Yifen" and "Feiyue", which adopted two completely different channels, among which Yifen focused on e-commerce online shopping market and consumption. In June 2009, 5438+065438+ 10 invested 5 million in Taobao, and in June, 5438+00 invested 3 million to build its own B2C mall.

Shi Lei Sword refers to the champion of the industry, with the goal of making Yifen brand the champion of online underwear industry and contributing to the healthy growth of girls in China. Another brand, "Leap", focuses on the chain operation market, locates mature intellectual women, and takes China people's underwear as its mission, and will make its debut at the 5th Shenzhen International Brand Underwear Exhibition. After entering Taobao Mall, Shi Lei met Ma Yun again in Hangzhou. Regarding Shi Lei's practice of doing both e-commerce and traditional market, Ma Yun said humorously, "Your diamonds have flown to the sky and spilled all over the floor. Ma Yun once said, "A successful entrepreneur has been starting a business all his life." If this is Shi Lei's third venture, it will be thousands of times more than the tens of thousands of yuan invested in the first venture.

What's Shi Lei's next madness? Everyone is looking forward to it.

With a brand-new marketing model and business philosophy, Shi Lei is actively involved in the construction of underwear industry in China, and the underwear industry is bound to set off an uproar. The reporter thought it was the pursuit of wealth that made him rush. However, when he met Shi Lei, he found that this free and easy man was full of ideals. He said that underwear was his first and last choice for cross-bank operation, and he wanted to contribute his life to creating underwear suitable for China women's body structure, because he realized that Kangzhi Company opened on September 9, 2009, and friends who came to congratulate him unanimously asked him why he chose to be an underwear brand during the financial crisis. He said that the economic recession will not sympathize with the weak, and the crisis calls for heroes. This is a crisis for the weak and a business opportunity for the strong. The pattern determines the outcome, and he firmly believes that Kangban will become a shining star in the underwear industry in ten years. Since then, the media has given him a new title "underwear madman".

Those who count "crazy" should also look at the present: crazy to the end!

When talking about the future development, Shi Lei's goal for his two major undertakings is to further integrate resources and make good use of the existing channel advantages and team strength to serve the paper industry. Internally, expand product categories and expand business scope; Externally, deep alliance with world-class paper mills, strong cooperation, complementary advantages, continue to expand and strengthen the paper industry, and achieve 10 annual sales of 2 billion. With regard to underwear, in order to create underwear exclusive to China people, we will adopt unique business philosophy and unconventional strategies and tactics, and strive to build a multi-level and all-round underwear kingdom covering girls' underwear, advanced mature and functional underwear from the network to the ground within 10 year, with annual sales of 3 billion, and the combined annual sales of the two projects will reach 5 billion. Obviously, this peasant-born entrepreneur has been thoroughly remoulded and reached the level of strategic planning.

According to Huang Zuiwen, the vice president who followed for many years, after Mr. Shi became rich, some employees of the company resigned and started businesses, becoming competitors. However, when their company needed help, Mr. Shi still generously provided funds and other support to help them tide over the difficulties. This kind of mind is really hard to get.

Shi Lei never gave up his progress. He spent millions on various studies, trying to improve his strategic thinking, business creativity and team management ability, in order to realize a dream and the dream of his partners. He always insists on employees first, shareholders second, society first and enterprises second. While realizing the value and return of employees and shareholders, we should repay the society as much as possible. In his company, many employees and partners are worth millions or even tens of millions. Because of his frankness, foresight and mind, he has won the loyalty of employees and has a team that can bear hardships and fight. This is where he feels particularly proud and proud, and it is also his killer weapon to play invincible hands in the world. He often said that big ideas, big patterns and great wisdom can achieve great things. Everything starts with giving, not taking. Only in this way can entrepreneurship succeed.

Some people call Shi Lei a "underwear madman", while others compare Shi Lei to a "mad dog who rushes into the underwear industry and bites people indiscriminately".

16-year-old Shi Lei, who came from rural Chongqing to work in a paper factory in Shenzhen, quickly discovered the clothing paper, a small but rapidly developing sub-field at that time, and immediately entered it to start a business. In 2005, the sales of his paper company reached 65.438+0.5 billion. At this time, he found another industry that is in a rapid growth stage-women's underwear. After a year of stealing from an underwear company, he broke into the underwear industry and established Dongguan Kangzhiban Clothing Co., Ltd. ..

The company was formally established less than a year ago, and the monthly growth rate of its first online brand in Taobao Mall is still lower than Shi Lei's expectation. But he shouted, "Kang's companion should become the principal of underwear industry." In his eyes, mainstream brands in the industry, such as Aimu, Triumph, Manifen, Gujin and so on, are only qualified for the roles of monitor, vice monitor, learning committee member and literary committee member.

No wonder someone laughed at him as "crazy"!

From papermaking to underwear making.

Many people are asking me, paper products are very good, why do you suddenly think of making underwear? To tell the truth, I have been asking myself this question from the beginning, and now it is finally clear.

Every industry will experience germination, growth, saturation and finally enter recession. /kloc-came out to work at the age of 0/6, which happened to meet the rapid growth of clothing paper. I thought at that time that as long as I followed this general trend and made a little effort, I could grow exponentially. So, for example, we usually ask customers to have the time to place an order, the number of orders, and the deadline for payment, but I am on call, a piece of paper is delivered, and the five-star service has gradually won the trust of customers, and I am getting bigger and bigger.

But in 2006, I felt that the paper industry began to decline. If you don't change careers quickly at this time, it is tantamount to chronic suicide. At that time, I observed almost all the cooperative clothing enterprises and found that although the domestic underwear industry has developed for 30 years, it is still in its infancy and growth period, and the annual growth rate is rising.

This is actually very easy to understand. In the first decade of the development of underwear industry, most consumers didn't know or pay attention to underwear. They bought it two or three times a year at most, and the affordable price was also very low. In the second decade, people began to pay attention and consumer demand began to differentiate. Older people want to be sexier, younger people want to be cuter, and the quantity and price of purchases begin to rise. Many businesses have seized different markets according to the needs of these segments. Now in the third decade, this emerging consumer group has stronger spending power after 1980s and 1990s, and the scale of this industry is still expanding.

At present, the best underwear enterprise in China has an annual sales of over one billion and two billion. In ten or fifteen years, I believe there will be one or two billion underwear enterprises in China, which is an opportunity for me.

I want to be a "principal"!

I came from a paper background and knew nothing about underwear, so I took my old friend Zhou Baoji to work together from the beginning. Engaged in underwear industry for more than ten years, once worked in Triumph, Manifen and Dragon. In his own words, he "knows nothing but underwear".

In 2005, we first built a small factory in Houjie, Dongguan, started to do OEM work for some foreign brands, and later moved to Humen. OEM has two purposes. One is to make the factory self-sufficient first, and the other is to accumulate experience in design, production and quality control, so as to lay the foundation for future branding.

By chance, I met a boss who made body-shaping underwear and hit it off with him, so I wanted to work in his company. He knows my situation and wants me to help him manage the team. I happened to "steal from the teacher" for a year.

In this process, I found that the body shapes of Europeans and Asians are very different. First of all, Europeans are characterized by shoulder width, long hips, long legs and short waist joints; Asian women, on the other hand, have narrow shoulders, flat hips, short legs and long waist joints. In terms of chest shape, Europeans prefer small chassis and big top, while Asians generally prefer large chassis and small top.

This leads to a problem. At present, some styles of underwear on the market are directly copied from the European underwear, which is not suitable for the body structure of Chinese women, so there will be cases of "underwear will shift when the movement range is large" or "the steel ring will press the breast tissue and produce ligature marks".

Although many people choose underwear mainly according to whether it looks good or not, I think they will soon form a new understanding that sexy, cute and fashionable is not the best, but healthy and fit is the best. What I want to do now is this kind of educational work, which is also the core connotation of my brand.

When I was sorting out the industry, I had ordered brands such as Aimu, Triumph, Manifen, Gujin and Shuihuahua. I think they are more like "monitor", "deputy monitor", "study committee member" and "literary committee member". Some of them have good performance, some have quick market response, and some have many styles.

But I want to be a "principal", and I want to tell consumers what kind of underwear suits them. If after 20 years, my daughter and granddaughter can wear healthier underwear, or people can remember what Shi Lei did in the process of this concept change, then I will succeed.

I am fully prepared for the loss.

Of course, working in the education market is very risky, and you may be killed first, so you must first have products that you can get.

I asked the design team to design three products with the theme of health. Compared with the previous products, their pricing remains unchanged, but most of the lace and pendants are removed. With the saved cost, the traditional sponge magic cup is replaced by silk cotton and bamboo fiber magic cup, and the ordinary steel ring is replaced by memory steel ring and apron, and the neutral plain color system suitable for people of different ages is achieved as far as possible in color and style. The quantity of the first batch of products is only 10% of the total. If the market responds well, it will increase 10% and gradually replace the original products.

If this first step is successful, the next step is the market layout: in addition to the first major online brand, a second high-end brand will be launched to join the channel offline. The whole layout took two years, and then we will talk about six years of great development, eight years of progress and ten years of great leap.

Needless to say, in the first two years, I was fully prepared for the expected loss, especially in the first year, I spent 30 million yuan, and I didn't earn a penny at the same time. I continued to invest 30 million yuan in the second year. My family said that I don't know much, which is simply burning money, but I think it is meaningful and will be realized. Even if I can't do it myself, at least I can influence some people to finish it with me.

The third eye

The insider commented on Kang's companion like this:

Shi Lei, a second-time entrepreneur, has a very clear plan for the future development of the enterprise, but at the same time he is a very strong chairman. The concept of "health" he wants to advocate is an adventurous attempt for the current underwear market. If we can't accurately predict the pressure on inventory and capital chain, it is likely to cause great fluctuations in the development of enterprises.

For this kind of underwear enterprises, which are vertically integrated from design to production to sales, it is most critical to maintain the relationship with suppliers and distributors in the early stage of growth, ensure a good credit record, and create a good external environment for new product development and marketing in the future.

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