Li Zhiguang: Young Men'S Talented Men'S Underwear Business Road

Li Zhiguang is handsome and elegant.

Keen eyes, aiming at men's underwear and part-time undertaking

Li Zhiguang was born in 1976 and graduated from Journalism Department of Jinan University.

After graduating from University, he became the host of a radio station in Guangdong.

Before and after this, he began to get into the concept of "men's brand underwear".

He had a relative in Taiwan doing men's underwear business. During the Spring Festival, relatives returned to Guangzhou to visit relatives in the Spring Festival. When Li Zhiguang was chatting with his relatives, he learned that men's brand underwear also pays attention to the style and fabric, and it is also a relatively systematic and professional investment and operation project.

And what we saw and heard in daily life strengthened Li Zhiguang's understanding of "men's brand underwear".

As a radio host, Li Zhiguang often deals with actors, singers, models and so on, and he often participates in various performances and live activities.

When chatting with these performing arts men and women, body beauty and dressing are always the topics.

Li Zhiguang is a conscientious person. The information he gets from these casual chatting is that women's underwear is very rich, and men want to buy branded underwear. It is more difficult for China to buy a brand underwear. At that time, there was not a well-known brand of men's underwear. Guangzhou, which is famous for its fashion, did not have a men's underwear brand store.

After summarizing the above "market information", "men's brand underwear" has taken root in Li Zhiguang's heart.

Since then, through various channels, he has deepened his understanding of men's brand underwear market.

At that time, the production of Chinese men's underwear was less than 1/5 of that of women's underwear.

With the rapid growth of white-collar men, middle class men and performing arts men, the demand for men's brand underwear will also increase rapidly.

In fact, at that time, the concept of men's underwear in China had gone through the stage of "food and clothing" after being covered up.

With the emergence of dynamic men, men of interest, sexy men, men of taste, exquisite men and so on, men's demand for personalized underwear and brand underwear has been quietly developing.

Li Zhiguang's brilliance, or his unique vision, is that he can find the potential and trend of an industry in numerous scattered information.

With the increasing number of high-income men, and with the influence of overseas lifestyles, men begin to pursue taste, personalized and grade underwear.

The era of "male color" is coming.

In the blank of men's brand underwear, there is a huge potential for development, which has great potential for development.

Before and after 1999, Li Zhiguang had made up his mind to devote his main energy to men's brand underwear.

His ambition, of course, is to create influential private brands, but due to initial experience and capital constraints, his first step is to open up a brand underwear store for men.

After some preparation, Li Zhiguang entered a batch of goods from his relatives in Taiwan, and his men's underwear store opened in Hongcheng square, Tianhe District, Guangzhou.

It is said that this was the first men's brand underwear shop in mainland China at that time.

On the day of the opening ceremony, many friends came to congratulate the two rows of flower baskets that the friends sent.

Li Zhiguang was greeting his friends with blessings.

At this time, he still works on the radio, belonging to "part-time entrepreneurship."

But his enthusiasm was obviously invested in men's underwear.

He looks forward to the future, and hopes to one day create a brand of underwear for men, which has a certain influence in the whole country and even in the world.

But he gave him a cold water immediately.

Li Zhiguang's underwear shop in Hongcheng square is far from promising. It can even be said to be gloomy.

The turnover is sometimes only a few hundred dollars a week. At worst, only one or two underwear can be sold a day.

A few months later, he lost his face.

"If you go on like this, don't sell underwear to others, you'll never have to wear your underwear!" {page_break}

Li Zhiguang had to learn from the lessons of the first battle: first, the location of the shops was mistaken; at that time, Hongcheng square was not popular, and the traffic volume was not up; secondly, out of vanity, the ostentation and extravagance, he rented a large storefront, which was far beyond the actual needs. The monthly rent was only 10 thousand yuan, and it was obviously wasted. In addition, the name was selling branded underwear, the name of the underwear was very mixed, there was no unified brand, and no trust could be given to people. Finally, he was a part-time entrepreneur and had to go to work, and the two shop assistants had not been trained.

Li Zhiguang carefully summed up the lessons and ponder the future.

His decision is to give up Hongcheng square and start all over again!

After careful investigation, Li Zhiguang opened a new shop in the newly opened Zhonghua square.

This time, he chose the right way. The popularity of China Plaza has brought a steady stream of tourists to his underwear store.

And Li Zhiguang still dare not neglect, and constantly devote energy to shop design and shop assistant training, so that the management level will be improved continuously.

He also invited men's models to take photos to make a form of publicity, hiring people or even personally hanging out and distributing them.

The popularity of his men's brand underwear shop has finally opened up. Seeing that business is getting more and more prosperous, Li Zhiguang has opened the same shop at a distance of only 50 meters.

The two shops not only diverted the customers but promoted each other and promoted each other, making the business more and more prosperous.

At the peak time, only one store has a monthly turnover of more than 40 thousand yuan.

Business is booming and with successful experience, Li Zhiguang is determined to "return" to Hongcheng square and reopen branches there.

This time, he did not repeat the same mistakes. The business of underwear store in Hongcheng square soon became prosperous.

Li Zhiguang's three men's underwear brand stores initially formed the trend of chain operation, publicizing each other and promoting each other.

The rolling financial resources laid a solid foundation for Li Zhiguang's dream of realizing his own brand.

Millions of young men and women wear underwear business.

With the flourishing of three shops, Li Zhiguang has the ability to achieve long-term goals.

A flash of inspiration, he named the man's underwear brand "LOOKSEE", meaning "two eyes to see the world". The meaning of English words is simple and catchy, "people all over the world know it".

According to pliteration, he named the Chinese name of the brand as "Lu Ke Lei"; egret is a water bird that can fly high; Ke is a beautiful stone, beautiful and elegant; "egrets" can express a tender tenderness.

Li Zhiguang has been excited about his brand idea for a long time.

He even designed a brand image recognition system for the brand.

Li Zhiguang put the whole idea into his three men's underwear brand shop. What surprised him was that while the store business became more prosperous, he also attracted the attention of many mainland businessmen.

While he was getting goods for himself, he also supplied these merchants.

Soon, many cities had "LOOKSEE" agents.

Li Zhiguang's business is running smoothly, and he is heading for a higher goal.

But he has to face the hard choices of reality.

Because of the previous business process, he was a part-time job; because, his "position" is becoming more and more envied...

In 2001, Li Zhiguang became director of marketing department of a Guangdong Telecom Group Company.

From the radio host to the director of marketing department, Li Zhiguang's career was very successful. He was a young celebrity with a reputation in the circle. He really paid much attention to giving up such a good job.

Finally, in the case of "hard to get both sides", he chose to resign and chose the underwear business of men's brand, because his previous achievements and experiences made him more difficult to give up.

For such a choice, some people say that he is very courageous, but Li Zhiguang understatement: "no courage, this is a rational choice.

From the point of view of career development, I became the director of marketing department and reached the ceiling, and there was little room for development.

But men's underwear brand business has unlimited potential and development space.

If you want to make your life better, which one do you say I choose?

In fact, there was another episode in Li Zhiguang's resignation, which made him wholeheartedly manage his career.

Once he arrived, he carried two big bags of men's underwear, and sat in the back seat of the motorcycle, hurriedly rushing to the store.

Unexpectedly, the motorcycle suddenly slipped on the corner and threw him out with two big bags of underwear.

No one was hurt, but all his underwear flew out...

The colourful and unique men's underwear covered the streets, attracting passers-by's presence and discussion.

Li Zhiguang can feel the difference and disdain in people's eyes. Maybe people have doubts. Is it a "Metamorphosis" for a man to make such a wide variety of underwear? People's puzzles and suspicions make Li Zhiguang feel depressed for several days.

But he is a person who is good at switching his thinking. He thinks from another angle that people's ignorance and people's unacceptable means that the market of men's brand underwear is an unlimited potential market. If we can guide people's values to change and let people's understanding take this step, he will create a new industry in the domestic market.

{page_break}

It is no longer necessary to investigate why. Li Zhiguang is putting all his energy into the men's brand underwear business around 2003.

At the beginning of 2003, Li Zhiguang's "Guangzhou Lu Ke Lai dress Co., Ltd." was established in Tianhe District's Sports West Road in the central business district of Guangzhou.

At the beginning of the establishment of the company, he took a very "internationalized" mode of operation: Designing for himself, letting others' factories produce, and investing in the whole country.

In order to grasp the consumer psychology of consumers and design good products, Li Zhi Guang hired a famous international investigation company to do market research at a high price.

According to the conclusion of market research, Li Zhiguang believes that the most popular underwear in the domestic market is the underwear of middle and high grade men's underwear, and the price should be between 60 and 80 yuan.

To this end, he has positioned his brand as "the fashion line of high quality and medium price".

Such positioning is based on the level of appreciation and acceptability of men in China.

In order to produce good products, Li Zhiguang must take part in the procurement, design and production.

In addition to hiring designers, Li Zhiguang will also express his views on the design of men's underwear.

On one occasion, in order to design a "bullet underwear", Li Zhiguang and designer modified all night, only 200 samples were produced. Similarly, the underwear was tried for more than 200 times before reaching the requirements of Li Zhiguang.

Now, in the modern product display room of the company, LOOKSEE brand underwear is a bit of a mess. Small men's underwear can design hundreds of colors. All of these are saturated with Li Zhiguang's efforts.

Good products sell well, and good marketing systems are needed.

LOOKSEE brand in the process of national expansion, Li Zhiguang is also very particular about skills.

In his anti traditional marketing way, the way of spreading the net in large cities decides that only one agent can be selected in a city.

Advertising, looking for professional models to shoot underwear photo album, and sell hundreds of Yuan products for 20 yuan ~80 yuan.

Li Zhiguang used all kinds of marketing methods.

Pay is always rewarded. Li Zhiguang's purse is more abundant.

However, the new harvest will inevitably bring new troubles.

Li Zhiguang's fashionable underwear for men's underwear has gained more and more customers' recognition and orders, and production problems have also been exposed.

Because of the unique design of his men's underwear and the high quality requirements of the products, the underwear factories in China are only used to producing women's underwear, but few manufacturers are willing to accept the production tasks he ordered. Before the Chinese market is generally over demanding, Li Zhiguang used to be afraid of no customers. Now, customers have Li Zhiguang's orders to face snowflakes and worry about the production of products.

In a period of time, Li Zhiguang faced the first problem is to find manufacturers to solve production problems!

Too many orders can not be supplied on time, which will lead to the interruption of business contacts. This means that the greater the possibility of business failure, the credibility of the brand will be affected.

How to do it?

After careful consideration, Li Zhiguang decided to set up his own garment factory, so that he could effectively control the cost and produce high-quality products that meet the requirements according to his own design, so as to realize the dream of China's first men's underwear brand! {page_break}

National layout, underwear brand to the world

When Li Zhiguang's clothing factory was just built, there were only 6 people in the factory, and the factory set up 5 departments, almost one person in charge of one department.

Although the scale is small, the clothing factory is finally established. Li Zhiguang said: "after building a factory is the real business, every product is the wisdom and sweat of our team."

With its own garment factories, more and more orders can be received. More and more orders have led to the increasing size of the garment factory, and from the first few people to dozens of people, to today's hundreds of employees.

The "LOOKSEE (Lu Kesi)" underwear style has also been rapidly enriched, and has developed into nine classic series, including hundreds of varieties, including bullets, leisure, suits, sports, T-Shirts, swimming trunks, wild animals and cowboys.

Its price ranges from 20 yuan to several hundred yuan, covering the vast majority of consumer groups.

With the support of strong production capacity, Li Zhiguang began to explore the way of franchising and national layout.

He personally completed the "LOOKSEE (charter) charter" charter, the provisions of the unified management philosophy, unified management strategy, unified visual identification, unified logistics and distribution, unified products, unified prices, uniform service standards and store management standards, unified staff recruitment standards and business training eight big unified "joining standards", once became the rule of men's underwear industry.

With the joining standard, Li Zhiguang began to face the whole country.

Due to good brand and quality effects, consumer reputation and strong publicity and support capabilities, LOOKSEE attracted many investors' attention.

Most of the original agents were voluntarily converted into the first franchisees of "LOOKSEE (Lu Kesi)".

Nowadays, "LOOKSEE (Lu Kesi)" has more than 400 franchises in the whole country.

In order to give more publicity support to the chain stores, Li Zhiguang's planning and promotion of China's first men's underwear album were officially published.

In 2004, Li Zhiguang led the "China's first men's underwear show" in Guangzhou. LOOKSEE became the only male brand in the "top 10 brands of Chinese underwear industry".

Since then, Li Zhiguang has been praised as the "Chinese men's underwear master", and his leading "China Men's underwear show" has become a great event in China's fashion industry.

In 2005, the Shenzhen Office of the international group was established.

This year, Li Zhiguang was named "Guangzhou legend" city elite, and became the Standing Committee of the South fashion Committee.

In 2006, the Beijing office and the Hunan office were established.

LOOKSEE (Lu Kesi) has been appraised as the "best Chinese men's brand" by China's underwear development research center and other authoritative institutions, and has won the gold medal of the most humane characteristic design contest in the China People's Olympics tourism souvenir design contest.

In December 8, 2007, LOOKSEE China "celebrity Association" was established.

By October 2008, there were LOOKSEE stores in San Francisco, Munich, Germany and Tokyo, Japan.

The DPRK signed a trade agreement with Lu Kesi to allow "LOOKSEE (Lu Kesi)" men's underwear to enter the Korean people's life by way of national goods rationing.

The influence of LOOKSEE began far and abroad.

Li Zhiguang came all the way.

After years of hard work and hard work, the men's underwear store has grown into an international group of Li Zhiguang, who has won many honors and has become the "successful person" in the eyes of the public.

However, Li Zhiguang said in an interview that he did not consider himself a successful person. He said that Guangzhou is a city full of opportunities and myths, and that there are many people who are more successful. At the same time, he is at most a successful entrepreneur because the real pioneering work is still far away from him.

His immediate goal is to make "LOOKSEE (Lu Kesi)" a standard for China's men's underwear industry and create a truly international brand.