Bao Lin: Focus On OHO Fashion Men'S Wear Chain Brand

Character introduction

Name: Bao Lin

Native place: Ouhai, Wenzhou

Date of birth: December 1972

Start up time: 1992

Name and position: Chairman of Zhejiang elegant fashion Co., Ltd.

Award presentation words

From the state-owned enterprises to the sea, started by wholesale, made design, processed, and made efforts in the brand.

The young entrepreneur's 20 years' focus on the development of the clothing industry is the most classic development path of Wenzhou's real economy.

They are weaving large marketing networks.

Such a path may not be a smooth road, nor a legendary story of overnight prosperity. But they often can wind and rain, accumulate thick and thin, and become the backbone of Wenzhou's economy.

20 years are not long. For some people, there may be many things to do.

But for Bao Lin, he only made "one garment" in 20 years.

He started his clothing wholesale business in 1992 and started designing and processing.

Bao Lin said, a clothing, market research, design, production, brand has just been, the road ahead is still very long, it can be said that 20 years, "a piece of clothing" has not yet done well.

Engaging in design OEM processing

In 1992, Bao Lin started the clothing wholesale business from the state owned enterprises after he went to sea. He started from scratch without any help, and taught himself to do it himself.

In the past few years, the wholesale shop has developed from one family to three, and has bought a house and a car in the urban area with personal efforts and diligence.

"Choosing the clothing industry at the beginning of the sea can neither be liked nor even knowledgeable, just to support the family."

Bao Lin said, but the more you do it, the more you feel about clothes. Now you feel that clothing has become a part of life.

After seven or eight years of climbing in the clothing wholesale industry, after having a certain understanding of the clothing industry and having a certain understanding of the clothing design industry, in 2000, Bao Lin began to set up a clothing studio, specially designing and developing casual men's clothing.

In several years of clothing design, Bao Lin has become increasingly aware of the importance of having a factory of his own.

In 2004, he founded Wenzhou Tianma Garments Co., Ltd., which mainly designed and produced casual men's jacket, mainly for the second tier brands such as YOUNGOR, Shanshan, Qipai and lilun.

After several years of development, the number of employees has increased from 50 to more than 200, and the production plant has grown from 3000 square meters to 6000 square meters.

In 2008, his company increased capital by 5 million yuan to expand production. The name of Wenzhou Tianma dress enterprise was changed to Zhejiang yup Fashion Co., Ltd.

During this period, Bao Lin seems to be mainly a stage of learning and Accumulation -- learning from a group of cooperative brand clothing enterprises, and often going abroad to study and study.

"One is right.

Do fine processing start brand

From 2008 to 2009, after experiencing the financial turmoil and the shortage of labor and electricity, labor costs rose sharply. The men's jackets were homogenized in the market.

After careful consideration, Bao Lin decided the two step strategy of the enterprise: first, do fine machining, continue to maintain the advantage of the second line brand OEM production; two, create a chain of fashion men's wear brand, seek market blank, innovate product positioning, and implement differentiated operation.

After market research and analysis, he decided to take the thirty or forty year old fashion market for young men and women as the breakthrough point.

In 2010, Bao Lin launched the OHO fashion men's wear chain brand and became the design director.

After more than a year's development, OHO has more than 50 brand image shops in Zhejiang, Jiangsu, Anhui, Hubei and Fujian.

According to the planning of Bao Lin, OHO insists on the terminal channel mode combining direct operation with affiliate, department stores and street stores. In 2012, the company will plan to build 30 self licensed model store and 50 brand image stores in the central and eastern cities of the eastern, central, southwest and northeast regions on the basis of the existing national network.

"20 years later, we should start from the mentality of returning to zero, and we must spell out a world for the future."

The rain outside the window has stopped. Bao Lin has tea and talks about the current layout and future prospects of OHO.

Hazy, the sky after rain is clear in the distance.

Dialogue

Reporter: after 20 years of focusing on the clothing industry, what is the biggest feeling?

Bao Lin: after 20 years, he found that he was still very small. The deeper he felt, the smaller he felt and the less he had done.

It is hoped that in the next 20 years, "one garment" can be completely and truly done.

Reporter: what do you feel most deeply in the initial stage of brand development?

Bao Lin: in the first half of 2011, in the face of the rising cost of production and the temptation to invest outside, I was very anxious and anxious at that time. I once wanted to shut down factories and abandon production.

But in the end, I still insist on it. Because designing and making brand, it is very difficult for me to grasp the initiative without my own factory.

Reporter: what revelation does Wenzhou's partial financial turmoil give you?

Bao Lin: factory industry must stick to it.

Adhere to the clothing for 20 years, although no great achievements, but at least we are still living well.

After this financial turmoil, the determination to run factories and brands has been strengthened and a more peaceful mind.