Exclusive Interview: Chairman Li Xinhua, Founder Of Post-90S, Talks About The Entrepreneurial Process Of Sentu Clothing

A few days ago, world service network exclusively interviewed chairman Li Xinhua, founder of senhu'er, a brand of sentu clothing company. The reporter had a two-hour dialogue with Mr. Li. Through in-depth communication with President Li, the story of a post-90s young entrepreneur's journey is only clear to the party concerned, Li Xinhua, the founder of senhu'er, went to the industry from a designer and achieved success. It should set a good example for those designers who are looking for the way to start a business. Next, let's listen to Li Xinhua's entrepreneurship and share, experience and think about his success!

Mr. Li Xinhua, chairman of sentu clothing

        Original designer, young entrepreneur

Top Ten Outstanding Young Entrepreneurs

Top ten influential leaders of Chinese brands

Top ten influential brands in 2018

Executive vice president unit of Humen children's wear Association

Executive vice president of Humen children's wear Association

Guangdong children's wear growth enterprise blogger outstanding contribution award

Guangdong fashion week children's wear Quality Award

The most potential award of Humen Fashion Week

　 World Service: from a designer's studio to a children's clothing enterprise, how do you do it?

Chairman Li Xinhua: first of all, I'd like to introduce our senhoor brand. At the beginning, I started with this designer. At the beginning, it was a small-scale studio. I remember that in 2012, as a designer, others felt that it was a noble white-collar position in the industry. In fact, the designers were full of heartache and tenacity. Because of the great competition, we graduated from this group of students, Looking for a job may become a hot topic. In a word, it's very difficult to find a job because designers were really hard at that time. Maybe the job search in other industries said that the interview had passed directly, and the designer needed to make an appointment by phone. Therefore, during that period, I knew that good design must be able to bear hardships, and must be able to adhere to.

At that time, the actual working time may be less than three years after graduation. Later, I left for various reasons. After leaving, it was very difficult to find a job. I could not find a job. I was forced to choose to start a business.

At that time, there were only two people in partnership. He took 60000 yuan and I took 20000 yuan, totally 80000 yuan. At that time, there was an agreement. At that time, my shares were 40% and he was 60%.

Then, I found a place in other people's factories, which is half the size of my office today. At that time, I was the only one in the company to start my own business! At that time, I designed some styles, and then I hired a pattern maker, that is, to print. It's been more than a month. After a batch of editions came out, I asked several customers to come and have a look. The customer responded very well and liked it very much. I remember it was the first customer in Sichuan. The customer didn't eat after watching the meal. He ordered a batch in only two hours, and the order was almost two or three hundred thousand.

For us, it was the first order, an order of two or three hundred thousand. Later, the customer called some of his friends immediately after he went back, that is, the style was very beautiful, the price was very cheap, and it was very good. Later, he called another customer, and the customer didn't come, He made a direct phone call and directly copied an order. At that time, I remember that the order amounted to 600000.

It was this 600000 order that became our first pot of gold. Later, we felt that this business could be started. So from then on, we decided to enter the market through wholesale channels. It's also an opportunity for our first pot of gold.

After operating for a period of time, we started to enter the second sector. In order to control the cost, we purchased raw materials ourselves, then cut them to production, and then we gave them to other suppliers at the end and in the middle. This lasted almost five years. Later, in this wholesale market, our first positioning was in Humen, Because Humen was a base for children's wear, the second was a window in Guangzhou, and the third was also in the Hangzhou market at that time. Through these three channels, it radiated to a children's clothing market in the whole country. At that time, we really felt a lot, and gradually contacted the outside world. Our performance was basically doubled every year, This precipitated some capital accumulation

In the subsequent development process, I found that there was not enough working space. At that time, I rented a three bedroom and one living room, with a total area of more than 100 square meters. It was about 500 meters away from where we lived at that time.

The distance of 500 meters is to let me have a line between two o'clock. Basically, I arrive at three o'clock every night, and I don't get off work until five o'clock, that is, five o'clock in the morning. I remember very clearly that this five o'clock just passed by the vegetable market. Every time I go home, the vegetable market is already selling vegetables, that is, it is already preparing to stock up. I stayed alone until this time, from 4:00 a.m. to 5:00 a.m., and the next day, one person crawled to the company around 9:00 a.m.

So at this time, the most difficult time should be about one to two years, that is, 13 years and 14 years. At that time, I was young. I could sleep for two or three hours, three or four hours a day. In fact, this time is the first financial pressure, then the work pressure, and the second is the team pressure, which means that you can't help but work hard, Because a lot of people are questioning you, because at that time, many people are whether they can do it or not, so at that time, maybe, the back of this section of pay heartache, many people do not know.

At that time, we may follow up and communicate during the day, but in the evening, it is basically from 12 o'clock to 5:00 a.m., which is the most efficient time. First, there is no noise and it is quiet. As a designer, quiet time is the most effective time. Work efficiency is also inspirational, maybe faster, so this way of working lasted for a year or two. Maybe many people don't know. From the perspective of outsiders, this person is lucky or how, but the paragraph behind this is from nine to five. This five in the evening is five in the morning. Many people are not clear about it. In fact, as an entrepreneur, seeing many people see you as your surface, but the sad section behind it is not clear to many people, But I think it's worth it.

Because how to say something? When you want to be different from others, you must be able to bear more than others. You can only get more when you can carry more than others. It is not to say that to imitate or follow suit is luck. In fact, I think those things are outside, There must be an extraordinary heart in your heart to treat yourself from this angle. Although I am of ordinary origin, I am an extraordinary person. As long as I encounter the same thing, I will always be faster than others, or even more lasting, or see more depth, then you may be different from others, which is at this point. We need to be ordinary but not mediocre. It is you who have the chance to surpass others,

　 Worldservice: how do you think about standardizing the company and leading the team into a new era?

Chairman Li Xinhua: in 14 years and 15 years, at that time, almost one year, we could do more than 10 million business. At this time, it is equivalent to say that the team is also slowly rising, and the era of nine to five is slowly ending, because we must find a way to build a team? Don't you need to do it yourself? Hope to pay more attention to customers and teams. Then for the team, in fact, I feel that I am also an entrepreneur who re cultivates feelings.

At present, our company's team, basically from the start-up studio to today, these people are still there. This group of people is really, I think it is emotional to follow the company. So at that time, although it was basically satisfied in this material. However, after we moved here, it was already a large-scale factory. After moving here, the performance has doubled, which is the same every year. But one idea was that. I think that it means that others are good if you don't have a good life. If you want to live better with this team, you have such a responsibility in your heart. The decision to create a new era of company depends on this sense of responsibility. The promotion of the team requires that I, the boss, must have a high level. Therefore, we must pass the study. When I had this strategic thinking, I knew what I should want and what I didn't want, and my mind was already very clear. So at that time, we were only doing a business, and we were leading the team to a happy business. To make them happy, we must make money. If we don't make money, it would be immoral.

But to be a brand, you must be a lifelong career and have a global view. That must be the need for enterprises to have strategic losses, that is, I can not make money at the moment, but I can make money in the future.

But there is no business, there is absolutely no such height, so at that time, I thought that my company had this condition after all, and positioned us as a career and we were a responsibility. So in the next 17 years, in fact, in this industry, many people said that this is not the best time to do it, but we still have good sustainability and do a good job.

So at that time, the transformation to be a brand started from 17 years ago, and it also depended on the brand, which was a lifelong career. You will be able to carry out a strategic carding and positioning from the heart. If you are only a business, then this account can't be counted. You can't do that because you are already a very smooth business. Why do you want to take such a big risk? It's not normal. But today, I feel that this choice is still the time for you to be a brand. In my heart, whether he makes money or not, at least this opportunity. From the moment you have the opportunity to become a brand, you will do it. You don't say that you want to invest too much, or you don't have to earn much. It's with enthusiasm and user recognition that when the opportunity comes, we will seize him. Therefore, the transformation at that time was really beyond expectations, The development is very fast. I think that we may have done a good job in marketing at that time. Anyway, as a whole, it exploded all over the country.

Through these years, professional managers are operating, and then I am also holding a learning attitude to wait and see. I can't tell you this. Maybe it's because people and places need to have these points. You can't say which point to rely on, or you should be ready to do this again. When you have the opportunity to come, you can do it. From 2017, in fact, each of us should be the peak of the enterprise. But at that time, we discussed with the team, we still had a dream of brand in our heart. At that time, after communicating with some peers, I chose this brand as the brand,

Starting from September 26, 2017, the company announced Senhu as a brand and stopped the whole wholesaler at that time. Because at that time, the determination was really great. Maybe more of this determination comes from feeling that we have more opportunities, but when opportunities come, we should go there and seize them. We don't think too much about it. In other words, we don't have too much concern about whether we can be big or successful. It's more about the opportunity to be a brand. When time comes, we will seize this opportunity and do it hard.

So it has been almost four years since 17 years. In these years, we may be more in the channel. At that time, I remember that the whole policy, including the development of the market, was really very fast, that is to say, the power of the brand broke out overnight. At that time, it was possible to open a store. Within half a year, more than 100 stores were exploded, so this was probably beyond my expectation at that time.

　 World Service: why do enterprises only have their own perfect supply chain to be competitive? What is the purpose of establishing industrial park in Ningdu?

Chairman Li Xinhua: for me, maybe it was more and more that the responsibility would be greater and greater at that time, so I held a meeting with the team. After the meeting, we decided whether we should develop the market comprehensively or maintain the existing market first.

There was a lot of controversy between the two. Maybe at that time, I was more concerned about my slow development, but I must be healthy and stable. So at that time, I slowly collected some policies in the market development area, and then formed a team to make standards in the operation area, which was for the stability of the brand!

At that time, we invested in the industrial park in Ningdu, Jiangxi Province. In fact, this step is also a relatively empowerment for the brand. It may not be for the company to strive for profits or something. In fact, it is more about the establishment of the supply chain to ensure that the foundation of commodities is more stable and healthy, and to establish a supply system for users to experience good products. If you don't have a stable commodity supply chain, the first possibility is whether the quality can be guaranteed, which is the most important as a brand. Second, whether our cost can be reasonable, that is, according to the price in this industry, so between the two, it is possible that I have a future plan for this strategy, Maybe I think it's not important for me to make money from the perspective of the company and finance. However, I am at least safe. I can keep the value of the products within the guarantee period, and give the products to our customers. In this way, I have the confidence to plan a performance in the next ten years. The competition in the future must be the competition of the supply chain. What I pay more attention to is the construction of the supply chain. It is absolutely not to say that how powerful your marketing is, how much market share you can occupy. Because many cases have made some strategies without planning, and the market outbreak is too fast and the opposite is appropriate. But I may say now that I can have confidence.

In the future, I have the confidence to plan how much value and output my supply chain can give to the brand, and how much performance my market can expand. Therefore, the trade-off between the two is that the brand must develop in this direction, which is healthy and has a future, rather than the temporary cramming, or the kind that wants to break out quickly through some kind of springboard. As an enterprise, I think it's unreliable. I think it's more stable to plan one's own brand.

In the past three years of brand building, we have done more than one thing in the past three years, that is, we only do products. I conclude that because products are fundamental, if you can't do well in products, in fact, it's of little significance for him to be a brand. I think every enterprise should have this thinking. If you can't do the most basic thing, you can't do it well, It's OK to go back to the past to do some small business. We must take the national standards as our own standards. That is, you must do it. We should set our brand standards according to the national standards.

So during this period, maybe when I set up this quality control department. This cost is very high. However, we brought a team with more than ten people at a time, which increased the cost of the company by about 1 million. At that time, I said at a meeting with the senior management that if the quality was not good, I might give up, and I was not qualified to say that I was a brand. The establishment of the quality control department was also questioned, That's how we got better after half a year. In fact, as a boss, it must be safe. For such a large warehouse product in the warehouse, if you can't guarantee that it is qualified or there is no problem, you should think about how to plan your future. So at that time, I said that the expenditure of 1 million yuan in the quality control department, I took it as if we had bought an insurance. If you bought an insurance, the value of your warehouse might be tens of millions of dollars. Why did you spend one million yuan to buy an insurance? And after you buy this insurance, you are more practical. At least, my goods are qualified. They are qualified and valuable. But you can't sleep without this standard. Because there is no quality control department when you sell your clothes. You don't know how many bombs will explode there at any time, But you have this department, it is very clear that this is valuable, so every boss has different thinking. That is to say, to come back here in the past three years is like I invested in the production workshop in Ningdu. In the future, it must be the competition of human cost, and it may not be regarded as a profitable project. At least, it can guarantee the brand. Investment in this intelligent production is more likely to depend on the guarantee to customers and the three dimensions of the value of goods.

At that time, it was still an epidemic situation. After I went to Yudu, Jiangxi Province, I asked the financial department to make a calculation. The second time I went there, I signed it directly. We should have signed the contract in October. It seems that we put it into production in December. It is really fast. The local government has been very helpful. We have to praise their progress at that time and the leadership of the local government, I'm helping us follow up. Therefore, I think it has a lot to do with the government's concern, otherwise it will not be so fast.

Today, I think that during the period of epidemic prevention and control, we can make up our mind to invest in this matter. In fact, many enterprises dare not, so I also have the spirit of taking risks. In particular, I want to do what others don't want to do. Anyway, others do it. Maybe I don't think it can be done well. In fact, the epidemic also did one thing. We also established this direct marketing department. At that time, it was really just like the stock market. It was at the lowest point. It must be very cost-effective for you to enter at this time. It can also be rent free. There is no good position in the past, because the epidemic situation has taken place, and the transfer fee of the former one is now gone, It's hard to talk about the past, but it's all good to talk about now.

So at that time, we cut into the establishment of the direct sales department. At that time, I remember that the first store was opened on May 1. When you think about the epidemic, it was actually very big in May, but we put it into this decision. Now basically, it is because our direct sales department can also make some template models, We can also digest some stocks. As a whole, I think we did these two actions during the epidemic.

　 World service network reporter: during the period of epidemic prevention and control, every enterprise has a hard time. What's the situation of senhu'er?

Chairman Li Xinhua: at that time, during the period of epidemic prevention and control, it was really difficult to endure, because all the customers were very pessimistic. Even because you could not control the epidemic situation, you could not describe a form of the future of the epidemic situation, because it was a once-in-a-century event, and no one had psychological preparation, So at that time, we could only say that we could do something from what we could control. After we did these actions, the overall customers praised us. They thought that the company still had so many actions to put in at such a time of crisis, which also gave a transmission of positive energy. So I said, in the past three years, In fact, although we said that the epidemic last year had an impact. But the overall performance of the company has no impact. This is also a bit of luck. I think this is also a bit of luck. I think it is also an opportunity. Is there still a chance in the crisis crisis? The last winter's order will exceed our expectations, because the customers have all come over in such a difficult epidemic, So at this time, the customers and the company seem to have a sense of identity between people, that is, they have experienced the ordeal of the epidemic, and then they will cooperate more closely. I remember that under normal circumstances, our orders may last until 3:40 a.m. I remember very clearly that day, that is, the end of 11:30, that is, the customer's order was completed quickly, The work efficiency is particularly high, and the order quantity has also come up, which is indeed beyond the result of one of our anticipation.

This may be the first aspect of the improvement of the epidemic situation. The second is that the trust between the customers and the brand has been enhanced, which means that the brand should be worth relying on and worthy of following. Therefore, we can get the result from many factors, and we will start the spring and summer ordering meeting immediately.

　 Worldservice: what are your plans for Senhu's future development?

Chairman Li Xinhua: in the next three years, I basically focused on products in the previous three years. In the next three years, we will pay more attention to brand power. This brand power is not like a product. The product can be seen and touched. The brand power is a virtual one. If you spend the money, he can't quantify it. That is to say, the brand power that can be taken out immediately is likely to be invested in operation and advertising, in one way or another, There is also an industry exhibition. For example, our participation in this Shanghai CBME baby show is even if we go to the bubble, go to the show and let the consumers know you. This is a point of the brand.

Secondly, the image spokesperson of Yu Xiaoyu, which we mentioned just now, can be regarded as a foundation for brand strength. It has been signed. In order to be a brand, the money spent is a little bit, which is equivalent to an art. It is not the so-called one that I can't buy when I buy things with money, I may have spent it today, but I may not have the result until tomorrow and the day after tomorrow. Then in this area, that is, in the future, I will regard brand power as a strategic direction for us at present, including this service. Service quality and training should also be strengthened. It is hoped that a little white can get in touch with our brand, and then get to know all aspects of children's wear knowledge through our brand training, and then make him make money through senhu'er brand, so that he can change from a sideline to a main business. We have many such customers now. At first, the wife may do it alone, That is to say, if you have nothing to do, you will start to add a new store. If you only have two stores, you can open two stores and even open more than three stores, it is basically a business.

As a business to operate, and we now I think this is also very valuable, we open a shop probability, the data shows that 38%, in fact, to see the brand value, this is also to pay attention to one. Now there are five stores.

That is, one customer has more than two stores, accounting for 38% of the total. Therefore, with this data, I am more confident. This proves that it is very meaningful for us to do this and can help many people make money. If your closing rate is larger than the opening rate, there must be something wrong with you, because our clothing industry is not like catering. After all, it's just a little similar to this. Anyway, it's him who sells my goods in the shop.

　 Worldservice: tell me about the success rate of franchisees signing yosen tiger brand,

Chairman Li Xinhua: as long as the franchisees follow the standards of our headquarters, the probability of success is still very high, because, after all, our product industry is still very good. This is not a place to be proud of, but I think this is a brand. When you can't compete with others in terms of cost performance, I control this, It is actually from this management. The core is our price. In fact, to be honest in the market, at present, I don't think I have seen the same kind of products with the same price. I haven't seen who can surpass it. In this children's wear market, on this basis, our product foundation is still very solid, or good. However, compared with the price, I mean that I have this core. No matter what, I think our core can be enlarged if we want to enlarge it, but we didn't enlarge it because we still have more. We want to do this product market. Consumers need it because many people don't know the positioning of senhur's products. In fact, many people don't know the positioning of senhur's products. The positioning of the products is in the business area just mentioned. It's like the 100 children now. Maybe 80% of them will choose it. It's just like some of our brands. Because of the 100 children's design styles, 80 people will recognize them, that is, they can accept them. It's possible to do a fashion card like this. Among 100 people, only 30 people will choose chaopai, because many of them still can't live in hold, and then they are quite different in personality. Then I will position Senhu's products, and 50 people will choose it. Because it seems a little ordinary, senhur just has a little tonality. In fact, our products are well behaved. On the surface, it doesn't matter, but there are still some contents and details. With this literary style, ordinary people like it very much, but some may not say that about this product. Our product positioning, it has vitality, is when 80% of 100 people will choose this brand. However, as time goes on, consumers will have no consumption demand when they arrive at a certain time. However, we may say that in the future time, we may continue to adjust in five years and ten years. To ensure that 100 people will accept and buy Senhu after five years, 80% of them will accept and buy Senhu, because the positioning of this product is very important, Consumer aesthetics is slowly changing. Market trends are changing, and time is changing.

　 World Service: how does senhu'er plan for the development of the Internet?

Chairman Li Xinhua: when it comes to the Internet, I think it is just a channel. You can take it as a tool. This part of the cake depends on your brand's influence in the market. You can't put all your energy on the Internet. I think a real brand must not throw away the entity when it is easy to do Internet. This is absolutely wrong in my opinion. It is our entity that is our root. I think we should lay a solid foundation first, and then lay a solid foundation for later planning. Now I think that when you are focusing on the depth, we still need to ensure the interests of the franchisee. If the Internet strikes, it will affect his interests. We are really facing this problem. But I think you only need your products, and the brand is good for us. In fact, we may be in contact with some cross-border e-commerce.

In cross-border e-commerce, I think it will be more convenient to cut in, because there is no conflict between them and domestic entities in China. If you can do well in quality and products in cross-border e-commerce, you will have the ability to go abroad. Otherwise, you will have an accident if you do not have the ability. Therefore, many things will come naturally when you have completed the foundation. It is nothing more than building a bridge this year, which is a channel, and building another one next year. It does not mean that you will build this bridge next year, and the bridge will not be there. Should he still be there? In your later stage, you will build canals and channels, and you will be able to make profits continuously. Because as long as you can master the root of your products, other things, I think it is not difficult for you to do as much business as possible. However, if you don't grasp this root, you will have insufficient confidence in many things. If you repair the channel again, it is useless for no one to circulate it

Finally, I would like to thank all our colleagues of senhu'er for their efforts. The second is the staff in charge of the front line of the store. The third is to thank our consumers. Here, I really think senhu'er can have today. Really, it can't be today without you! Because of your participation and trust, there is our existence, I think this must be not forget the original intention, also do not need to think too much, anyway, I think everyone is a word, dry is finished! Hehe（ End)

　　 Editor's note : it seems young, but actually it is young. A post-90s entrepreneur has a steady and clear logical thinking between his words, which makes people sigh that the post-90s entrepreneurs play different ways!