Elephant Q Ratio: Using 25 years to make a beautiful and comfortable "Brady"

Core Tip: With the continuous development of the domestic economy and the continuous upgrading of the concept of national consumption, more and more consumers pay more attention to product quality, style, cost-effectiveness, and shopping experience and services. In the field of children's wear, consumer product quality, fabrics Comfort, health and environmental protection are particularly important. This is also an important factor to measure whether a brand can continue to develop. The 25 years of Jiang Limin’s strict control over product quality, the love of children from the bottom of his heart, and the share of employees and partners in the future will be full of imagination.

"Blazy" means "dresses and princess dresses" in Russian. In Harbin, which is bordered by Russia, people transliterate the word "Blagi". Every little girl here is eager to have a "cloth." Raj. In order to allow her daughter to always wear the beautiful “Brady”, the couples of Jiang Limin and Huang Cuiwei started the children’s clothing business; and in order to allow more children to wear beautiful and comfortable clothes, they left their hometown in 1992 and came from Harbin. Came to Guangzhou and started their children's clothing business for 25 years. 25 years of ingenuity, with little effort to interpret love.

Originated in love, but the beginning of the story is a few sets of children's clothing presented by friends.

When he was just married, Jiang Limin was a staff member of the Harbin Railway Bureau. “Huang Cuiwei followed her family and made sales of women's clothing. By chance, a foreign friend sent him several sets of children's clothes. Then Jiang Limin. The couple’s daughter, Chingqing, was less than 2 years old, but when she saw these clothes, she was very happy and the couple was also sincere and heartfelt: Such beautiful clothes are indeed rare. When Huang Cuiwei did the sales of women's clothing, Because of her good eyes, each time she enters the store, she will be quickly robbed of light as soon as she enters the store. In her view, there were very few children's clothes in the domestic market at that time: beautiful and rich in design, especially those “clothes” Laji. From her daughter's eyes, she saw the children's love for this kind of princess dress. At the moment, she had the idea of ​​doing children's clothes. Perhaps it was the tacit understanding of each other, perhaps the same love of her daughter. The idea of ​​the two hit it off.

Xiaoxiang Q is better than Chairman Jiang Limin

All said that everything was difficult at the beginning, but the business of Jiang Limin's husband and wife was smoother than expected. With the help of friends, they began their children's wear in a shopping mall in Harbin. Because Huang Cuiwei is very talented in aesthetics, and he is good at grasping the trends and needs of the market, their business is very impressive. After a period of accumulation and observation, Jiang Limin and his wife felt that the children's clothing was very promising. In 1992, after some consultation and preparation, the husband and wife sold their marriage house in Harbin to Guangzhou, where they were unfamiliar. The children's clothing business that they love is started. This is 25 years.

Across more than 3,000 kilometers, only for more children to wear comfortable clothes

Huang Cuiwei said that the firm is determined to come to Guangzhou. On the one hand, his hobby is clothing, but the most important goal is to make more children who like beautiful clothes like their daughters to wear beautiful and comfortable children's clothes. Huang Cuiwei recalled once buying a pink “Braggie” for Qing Qing. She liked it very much and put it down. She not only wears it during the day, but also does not want to take it off at night. A few days later, her daughter was covered in rashes. To the hospital for examination, she learned that it was the blight of Bragg. He asked in the store. The clerk answered: This is a princess dress. How can the skirts get up? It is not so comfortable to wear beautifully and naturally. Huang Cuiwei's touch at that time was very large. On the one hand, she was distressed by her daughter. On the other hand, she was also thinking: Isn't the beautiful clothes necessarily uncomfortable? Do children wear beautiful clothes at the expense of health? Since then, letting the child look good and comfortable has become her biggest wish in the heart. In the production process of the elephant Q than the product, the quality has become their most demanding and most important link.

Xiaoxiang Q is more than general manager and design director Huang Cuiwei

First of all, the choice of surface materials, Jiang Limin will personally go to the fabric market every time to pick, never fake people, in his words, "the others say the hype is useless, only you can get started feel comfortable." Next is the production process. In order to ensure the quality of the products, Jiang Limin stays in the factory most of the time. Each production process must be checked personally. Any details that he deems unqualified must be returned to redo, in order to ensure The quality of the finished product. After the production and processing of the product have been completed, it has reached the stage of shipment. Jiang Limin still does not trust. Each time, more than a dozen of the finished products from each shipment are extracted and quality tested by different methods. The most common method is to soak the finished product in water mixed with chemicals, soak overnight and then observe. Product changes. Until now, the elephant Q ratio still maintains such an internal quality testing link. Many employees expressed confusion: Q-quality products have never seen quality problems for so many years. Why do we have to waste so much manpower and material resources each time? “In my opinion, it is not a waste. It is a responsibility for the consumers who buy baby elephants Q than children's clothes. It is also the love and care for each child who wears baby elephant clothes.” Jiang Limin said.

Xiaoxiang Q is more than general manager and design director Huang Cuiwei

Retirement or forward? They thought of following their own employees and customers for many years

Under the cooperation of Jiang Limin and his wife, they have achieved great development. The products sell well both at home and abroad. When the business is best, there are hundreds of processing factories that match them, although they did not develop until 2008. The domestic market, but with the superior quality of the elephant Q, the sweet, elegant, unique design style and the couple's integrity management, the concept of small profits but quick turnover, sales channels in a short period of time covered the country, the product has also been a lot of parents With the love of the children, especially the sales of princess dresses and down jackets, which are smaller than Q, are far ahead in the same brands.

Jiang Limin's wife and daughter Qing Qing

In recent years, with the sustained development of the domestic economy and the opening of the second-child policy, more and more companies have poured into the field of children's wear, hoping to grab a share. Although Xiaoxiang Q's sales network spreads all over the country, it also has a certain reputation in the market, but it is more in the form of store-in-shops and combination stores. There is not a single brand store, and the image of the brand is limited. . With the increasingly fierce competition in the market, new brands emerged in an endless stream, non-benign competition between peers, and the upgrading of the consumer market caused Jiang Limin to feel the crisis.

At this time, Jiang Limin and his wife have already passed half a century. At this inflection point, it is to retire and support them, or continue to move forward, leading the brand transformation, becoming the difficult choice they face. After a period of ideological struggle, the couple decided to go ahead and Jiang Limin said that if we only think from our own perspective, our husband and wife can retire at any time, but if we quit, those who have followed me for 10 years, What do 20-year employees and agents do? Jiang Limin is a person who is very respectful and considerate for his employees. In his factory, many workers have been working with him for more than 20 years. One of the employees has not only followed him for more than 20 years, but his son has grown up. He also worked in the factory until he married and had children. Jiang Limin witnessed the growth of a family of three generations.

“Some agents have been following us for the first time in this brand. The first time it took us 20 years. We have been a whole for so many years. We must consider it for them.” But this time, Jiang Limin’s husband and wife thinks that we must do it thoroughly. In order to transform, we must turn with our agents.

Thus, in 2015, Guangzhou Xueqing Garments Co., Ltd., named after their daughters and embodying the love and heritage of their daughters, moved from the factory in Baiyun District to the office building in the downtown area. More than 2,000 square meters of office light decoration took 8 months. In July of this year, Jiang Limin spent more than one million huge sums of money and a famous consulting and management agency of the apparel industry for strategic cooperation. It provides professional terminal store management, sales, service, and event planning for small elephant Q ratio agents and end customers. Such as a package of services, is to help agents create benchmark profit shops, store optimization and upgrading. In the eyes of others, Jiang Limin didn't need to pay for the agent at all, but in Jiang Limin's opinion, this action on his part was to give back to the agent, and on the other hand he expressed his firm determination in brand transformation and upgrading.

Many garment companies will choose to leave the agent ring in the transition and cooperate directly with terminal franchisees. This will help eliminate intermediate links, but Jiang Limin does not intend to do so. In accordance with his plan, the future will focus on helping agents to optimize and upgrade terminal stores, and gradually upgrade the elephant Q to the combination of the past and the shop-in-shop to the brand-name Q store, plus the opening of the blank area. Stores and franchise stores to achieve brand upgrades. Jiang Limin said that "the baby elephant Q will open some big stores and flagship stores in the future. Our ultimate goal is to be a one-stop children's living hall. There will not only be various styles of clothing, shoes and hats, accessories, etc. It involves education, games, children's daily necessities, and so on, not just selling children's clothes."

At the beginning of September this year, Baby Elephant Q will hold the first large-scale theme of "Bragg Love" in the spring of 2018 new product launch conference and brand strategy development summit in Guangzhou to show the latest season to many agents and end customers. The company's products and the company's next transformation plan, it is understood that this will be the first official sound of elephant Q than the first time.