A small cashmere sweater store dreams of entrepreneurship

On March 17, 2014, in the cashmere sweater shop opened by Li Yanli and her husband Ge Haibing, less than 15 square meters of space were filled with all kinds of cashmere sweaters and knitwear. The peak of the Spring Festival-made cashmere sweater has passed. Spring One The demand for thin sweaters began to increase, and the couple began to busy preparing, designing, and selling new thin sweaters. This year was the 10th year that they operated Haili Jia Ni.

Hailijiani is an unassuming wool knitwear processing shop on Yangtze River Road in Urumqi. Although the shop is not a downtown area, customers are busy with the business. The sales season is just before the Spring Festival. There are thousands of cashmere sweaters sold.

In 2003, Ge Haibing worked in the Tianshan Woolen Textile Factory. The benefits of the factory fell, and the custom wool (velvet) shirt became popular on the market. Ge Haibing did the post-processing of cashmere sweaters in the factory and was familiar with the entire process of making cashmere sweaters. , so he sprouted his own idea of ​​opening a shop, and his wife to discuss, Li Yanli very support for her husband. Ge Haibing resigned from the Tianshan wool textile factory for 20 years of work, Li Yanli also resigned his work in the bookstore sales, two people In the Urumqi Locomotive Foreign Trade City founded the "Helijani" cashmere sweater shop, began its own entrepreneurial road.

The husband and wife had a clear division of labor. Ge Haibing was responsible for the entire process from costume design to the latter stage, and was the "technical director." Li Yanli was responsible for sales and finance and was the "sales director." Three years later, the couple moved the storefront to the Yangtze River Road.

In the past 10 years, from the initial imitating of other brand styles to the design of cashmere sweaters of today, from the beginning to relying solely on storefront sources, the business has now been completed across the country. The prosperity of cashmere sweaters has been meticulously managed by both husband and wife for many years. "There are a lot of shops for customized cashmere sweaters, but if you want to make features and win customers' approval, you have to have a real job," said Li Yanli.

The first is to ensure the quality of the clothes. Their clothes are knitted and are made by experienced employees of Tianshan Woolen Textile Co., Ltd. Ge Haibing said, "From weaving pieces to stitching to post-processing, including shrinking, ironing, shaping and jewelry The reprocessing is purely hand-made. Every step is sloppy. It takes at least two days for a garment to go through a process. After a finished garment is finished, it must be carefully checked to make sure that the clothes are not defect.

"The quality of clothes is the most basic, in addition to satisfying customers' individual needs." "The style of clothing is designed by ourselves, while others are designed according to the needs of customers." Sea soldiers, while constantly designing new styles, are still studying the effect of some kind of fancy needle weaving. A certain pattern is used to make it more beautiful, and how to weave it to achieve the effect required by customers.

Li Yanli said that many customers come to customize cashmere sweaters because they can't buy the ideal styles outside. They are here to seek out the styles and unique effects they want. If they can make clothes to customer satisfaction, they will naturally be recognized. .

"Many of the customers introduced to the store for the first time feel that the store is small and somewhat disappointed. But when they put on clothes, they have confidence in us." Some customers will bring a new group of customers. The customer also introduced a new friend. Li Yanli told reporters that after opening the store for 10 years, she became a good friend with many old customers. After moving to Yangzijiang Road, many of her old customers at the locomotive came looking for it.

Many customers brought their custom-made cashmere sweaters to the Mainland. "Last summer, this kind of clothes sent hundreds of pieces to the mainland." Li Yanli pointed to a knitted sweater made of milk silk. Today, Beijing Li Yanli's customers are in Shanghai, Shenzhen, Tianjin, and even some mainland units have begun to customize cashmere sweaters for employees in Haili Jia Ni.

The store of Yangzijiang Road in the previous year was mainly repossessed because the store was mainly repossessed. Haili Jia Ni was also facing relocation. Many old customers did not want Hai Lijia Ni to move away, and enthusiastically helped Li Yanli find another store on Yangzijiang Road. Some enthusiastic customers suggested that Li Yanli should create her own brand and apply for a trademark for her own cashmere sweater as soon as possible.

With the gradual expansion of sales, the couple also sprouted the idea of ​​creating their own brand. "With the brand, our cashmere, wool products will improve the grade, you can enter the mall, you can open stores, business can be further expanded "Ge Haibing said.

After the Spring Festival this year, the couple began to apply for registration of their own trademarks. At the time of application, they discovered that Haili Jia Ni had already been registered. He had to change his name and change to Haili Xinrong.

"Wait until the trademark registration is successful, we can open the store." "First open in Urumqi, and then look for distributors within the territory and even domestic, made our cashmere sweater brand-name products." Li Yanli full confidence outside the store.

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