Benefactor Le Fen (China) Garments Co., Ltd. Chairman Xie Bingzheng "To do the actual clothing is to do culture, for the golf clothing brand , only the first to make money." Recently, Xie Lecheng, chairman of Benevent (China) Garments Co., Ltd. outlined the blueprint for the company. In fact, in the eyes of the Chinese clothing industry, than Levent is a well-deserved "dark horse." In 2003, Billy Leffen, who officially landed in China by South Korea, has set up more than 200 sales outlets in the first and second tier cities in China so far, basically completing the strategic layout in the Chinese market and rapidly growing into China's largest and most powerful High-end apparel brand. How to disregard the reality of China's garment industry development fog, insight into a more clear future, can be said that every garment is the most urgent wish. For Xie Bingzheng, who just won the CEO nomination for the Top 10 Growing Companies of the 2008 Annual Meeting of Chinese CEOs sponsored by China Times, I have undoubtedly aggravate his ten years of experience in the apparel industry The right to speak. Strive to be the first If there is a dark horse in China's fashion industry, then Lefebv is a well-deserved "dark horse." In 2003, with the successful operation of many countries in Asia than Tony Lefebant formally landed in China from South Korea. "In the past 5 years, we have been in an unconventional and leapfrog development." Xie Bingzheng said that as a high-end clothing brand, in fact, the brand is to spread a culture, and only in the industry to achieve the first, to have a living space . If you often shuttle in Beijing, Shanghai and other big cities, must be fascinated by the airport terminal colorful dazzling golf shops, bright clothing, exquisite ball, the international brand, attracting many visitors stop to browse. In a short span of 5 years, Xie Bingzheng led Beileifu into the rapid development of fast lane, sales doubled year after year, with total sales of over 220 million yuan in 2007, the company from the initial 40-plus team grew to more than 160 people , 2008 completed nearly 20,000 square meters of marketing headquarters, a leading domestic high-end clothing brand. "We first started our business in Jiangsu and Zhejiang, and then formed a radiation store for our country, especially in such economically developed cities as Beijing, Nanjing and Hangzhou, where we have our stores." Xie Bingzheng excitedly described his blueprint and he has been very proud of it, He broke the domestic business and casual wear brand barriers, take the lead in the "golf apparel culture" banner to the Chinese clothing brand Blue Ocean, and the successful introduction of South Korea's mature brand management mode, combined with China's domestic consumer market advantages complement each other, with excellent sales Performance has become China and South Korea's high-end clothing culture and efficient integration of excellence model. In the complex and volatile apparel market, Pinolfine stick climax climb one after another peak. According to Xie revealed that the company plans to achieve the next five years, the market share of similar brands first. In 2013, men's outlets will exceed 300, women's outlets exceeded 200, truly "China's golf apparel brand." Difficult choices If the first time to meet with Xie Bingzheng, you can not in any case be combined with a businessman, because he kept curly hair books, quite a bit of artist taste. I did not expect that is such a scholarly temperament, but quietly put his life together with clothing, in China successfully created a high-end clothing brand myth. "I had only relied on my understanding and love of clothing, did not think today will do this step." Xie Bingzheng modestly said. As early as 13 years ago, or a guy in Guangxi, he fell in love with the costume design because his friends like to pull clothes and took him to be "staff officers". He did not expect to be a "staff officer" for more than a decade. Xie told reporters recalled that in 1995, Nanning, Guangxi at the time although economic development is rapid, but it is the "virgin land" of the apparel market, was directed at the fascination of fashion design, they also learn from friends around opened high-end clothing shop. In just a few years, Nanning, which had only more than 30 high-end clothing stores, suddenly appeared in more than a dozen stores. The owners of these shops, Xie Bingzheng, and the millions of profits in their pockets, He began to successfully dig up the pot of gold in his life. Nanning's market can no longer be bigger, with the instigation of some friends, Xie Bingzheng moved the whole family to Guangzhou in 2000. "At that time, I was actually the most drastic and did not look back." Because every time he shipped from Nanning to Guangzhou, and Guangzhou once every time that the market in Guangzhou is big, and can radiate the country. With the help of some friends, Xie Bingzheng first conducted a detailed investigation of the market, determined to be their own brand, to do more. In fact, Xie Bingzheng's heart, the choice is very difficult. If you do go in Nanning, in fact, enough money earned, and very stable; if the development in Guangzhou, although it may be successful, but also have to face great risks. "Adventure often brings risks." Xie Bingzheng, with his own judgment on the market, personally came to visit South Korea through several Korean friends and found only a few sporadic golf apparel in the Korean market. So, he decisively decision-making, and creatively put forward the "original culture of accomplishment, service achievements create value" core values, determined to blaze a trail in the high-end clothing brand market.