Dongguan City Beauty Industrial Co., Ltd. founder Zheng Yaonan Zheng Yaonan, was born in 1975, Gutian, Fujian, Dongguan City Beauty Industrial Co., Ltd. founder, Dongguan City, Guangdong Province CPPCC members. More than 30 years old, he has a terminal sales of more than 4 billion yuan fabulous underwear business. Since the creation of urban beauty brand , Zheng Yaonan has always been focused on the exploration and management of the personal clothing industry, is committed to creating a set of research and development, manufacturing, sales and operation of modern fast fashion brand - urban beauty. As of December 2011, urban beauty terminal sales of more than 4 billion yuan. This year, the urban beauty will launch the "10,000 shop plan" and it is estimated that by 2015, the number of urban beauty shopping experiencing stores will jump from the current 4,000 to 8,000. In 2002, in order to achieve the goal of "putting every woman in his own underwear", Zheng Yaonan positioned the company as a "personal service provider" and mainly engaged in the sales of all-in-one clothing products such as home wear , warm clothing and underwear. In the same year, he pioneered the "one-stop personal clothing shopping experience," the marketing model, the first personal clothing from department stores , supermarkets and other closed channels moved to the first-line commercial street for open management. In 2012, Zheng Yaonan added yet another innovation to the underwear industry in China - inviting renowned Taiwanese artist Lim Chi Ling to endorse the urban beauty brand, while Lin Chi Ling also participated in underwear design for the first time and named the series "Chiling Cutting." Taiwan's first beauty, "the title of Lin Chi-ling urban beauty lingerie brand endorsement New Chi Ling, the new beauty April 2, "Love is still new to you" as the theme of the city beauty conference starry scene. With "Taiwan's first beauty," the title of Lin Chi-ling, Singapore popular combination BY2, Happy Camp happy family and many other celebrities gathered in 2012 urban beauty fashion new release scene. Dealers from nearly 4,000 stores in 31 provinces of the "City Beauty" Group attended the event. For the first time as a creative director, Lin Chi-ling interpreted the origin of the "Chiling Cutting" series on the big screen. Since his debut, Lin Chi-ling on the sweet and beautiful appearance and the same good figure became the focus of attention. Lin Chi-ling urban beauty in hand, is also the first endorsement mainland underwear brand. Speaking about the changes Lin Lin-ling has brought as a brand ambassador for businesses, Zheng Yaonan said: "Lin Chi-ling is an intellectual, stylish and beautiful Taiwanese artist with a very high profile and dedication to give consumers a very healthy and excellent experience Urban beauty from a small shop to grow up today, through a struggle for the road we do not have too much background and resources, is a group of people very hard and strive to create this business, I think Lin Chi-ling who represented These cultures and concepts are very much in line with the brand positioning of our urban beauty. She has provided and laid a very important foundation for the development strategy of the urban beauty over the next five years and provided a good impetus. " Talk about why the choice of urban beauty as the first underwear brand in mainland China endorsement, Lin Chi-ling's interactive commentary is also very exciting: "urban beauty underwear in the fashion concept and content and I have a lot of similarities through the keen fashion sense Sense of smell and accurate capture, urban beauty makes modern quality women pay more attention to the inner and the self, through the changing fashion underwear, passing their rich elements of the mood, the interpretation of colorful life, it is these feelings in the fashion sense and inner resonance, let I have a very good identity with the urban beauty lingerie. " Lin Chi-ling claims to control underwear, endorsement style flagship "Variety", intended to change the interpretation of underwear, echoed colorful life, a variety of mood. Return to the model "main business" Lin Chi-ling live catwalks, interpretation of her urban beauty specially designed "amazing" series, demonstrated its talent in fashion design. "My inspiration comes from landmark buildings around the world, the use of modern deconstruction design techniques to make the underwear more artistic fashion sense." Lin Chi-ling said, "the product lines simple and smooth, more concerned about the fit of women in the dress, physical beauty Harmony, I will name it: Chiling Cutting. Ergonomic human nature is to ensure the comfort of underwear, so I use the City Beauty brand precipitation more than 10 years of best-selling cup, so that this series of products more Attractive. " Urban Beauty is committed to creating the first fashion brand of popular underwear, this philosophy is the wish of Zheng Yaonan over the years. In 2012, this wish comes true is to launch a series of brand promotion activities, signing Lin Chi-ling is the first step in its brand promotion. "Lin Chi-ling is a very dedicated woman, very respectable, with a unique image of the quality of women, we also hope that through the changing Chi-ling cartoon image, to create the urban beauty 'new underwear, new you' fast fashion core concept As a pioneer in fashion, Lin Chi-ling is highly consistent with the fresh, natural, fresh and colorful style of the urban beauty brand in terms of personal temperament and connotation, which is also the root cause of the ultimate success of urban beauty. Chi Ling on the fast fashion interpretation in person, the city of fast fashion concept passed to more consumers. "Zheng Yaonan said. Taiwan's first beauty, "the title of Lin Chi-ling urban beauty lingerie brand endorsement New underwear, new you In addition to exerting force on brand ambassadors, Zheng Yaonan and his team have all-roundly upgraded all their products, stores, services, supply chains and upgrade systems and insisted on the "one-stop personal clothing experience purchase" that they founded. Marketing mode. In an interview with Clothing Times, Zheng Yaonan did not like to say that he repeatedly mentioned his "hair style" emotional team, which created more than 4 billion underwear myths. "Now very popular saying: investment in people is called investment rather than a cost I very much appreciate this statement, just like on the basis of this sentence plus a little more, I think the introduction of talent to really get along with them first and foremost respect. The real talent must be personality, have their own ideas or content, I fully respect the business partners who represent the personality and second, I will share with them, it is very important that any executives to join my team , I will share with him, not only to share the wealth, but also our experience, ability, company resources, including my personal resources .Finally, the training of team members, no matter how many outstanding people need training, I I often eat dinner with my executives, chat, talk about ideas and goals, talk about the views of different things. Slowly these people become your good friends, will agree with your philosophy, and you are willing to This is kind of training, side by side. " Urban Beauty in recent advertising slogan repeatedly highlighted the "new underwear, new you" concept, Zheng Yaonan understanding of these "new", the implementation of the specific details. "First, regardless of the product structure or product positioning, or we presented to you to see the new LOGO and commercials, etc., the entire urban beauty brand are doing a new upgrade; Second, the upgrade is also reflected in our new store , The new shopping experience.If the former urban beauty is a small home jasper, then we hope she is the next ladylike, not just to say that the store decoration, we will also be in training services, staff training to enhance investment .New, not just Innovation of the brand itself is more in the shopping experience, product development, marketing model, management philosophy, etc. Of course, the core of all is that I ask all of my management team - your thinking to be updated. " In addition to the "Chiling Cutting" series created by Lin Chi-ling, City Beauty also released four major brands, "Urban Trendsetter," "Metropolitan Ladies," "Metropolitan Films," and "Metropolis Frontier." They cover young girls, Mature women, men and other different consumer groups. "Cosmetics created by the urban beauty of the rapid fashion concept of underwear consumption, in addition to new consumer advocates of underwear, but more importantly, to create a new mode of consumption of underwear through one-stop fast fashion experience services to maximize consumer satisfaction Underwear needs. After a series of brand upgrades, urban beauty in addition to creating their own brand, is bound to enhance the standard of service for the underwear industry to play a leading role. Intentions of life, innovation and work Many fast fashion brands need a strong channel management capabilities, as urban beauty, the size of more than 4,000 stores is how to achieve standardized management of it? And agents do win-win situation, regard them as the first consumer, specify the humane rules, this is not Zheng Yaonan's operating tips? "Garment Times asked this question well, the last two days I raised an important theme in the meeting, who is to serve our consumers? No matter how many ads hit the brand, once left the consumer support, the brand also gone. If you want to serve the consumers, who is their most direct service staff? Is the franchisee, they are the core, so I give the company a concept of management - if the service is not good franchisee and company employees, Then our employees and franchisees will certainly not provide the best service to consumers, consumers will leave the city beauty. " Zheng Yaonan has been doing is to avoid this vicious cycle. He believes franchisees need branded services whenever they want, no matter what the status quo. Brand to remember the franchisee's growth is fast, half of the responsibility in the brand who, the brand has not provided enough training, have not invested enough resources, have not fully communicated with him? These are enough to have good or bad franchisee effect. "I always stressed the sentence: attitude is everything.When you are willing to do one thing, you will go all out, if the heart is not willing to do one thing, then you will do anything good, so I give my executives a core requirement is that you want to know who your boss is not me, franchisee in front of you, your employees, your customers, if you can not do this please You do not want to be a senior. " Along with the rapid development of his career, Zheng Yaonan has found another new goal of struggle and he is actively turning to "citizen enterprise." From the early active participation in home-based infrastructure development to the "education", "poverty alleviation" and "medical" and other three-oriented charity donations. As of December 2011, he has donated to the community, donated more than 10 million yuan. Zheng Yaonan hopes every consumer has his own, every day can live a brand new life.