26-year-old Shandong guy, bachelor of Peking University, master of Tsinghua, dropped out of school to sell clothes, with annual sales exceeding 100 million.

In the year of college entrance examination, he won the second place in Shandong Liberal Arts and was successfully admitted to Peking University.

After that, she successfully entered Tsinghua University to study for a master's degree in finance.

However, after studying for a while, he decided to drop out of school and start a business, and went out to sell clothes.

In 20 18, the sales of the clothing brand he founded exceeded10 million. This year, by selling clothes, his company's annual sales are expected to exceed 700 million yuan.

Not long ago, he also received two rounds of financing, totaling * * * 200 million.

He is: Liu Guangyao, double master of Tsinghua Peking University.

Many people describe him as a 26-year-old Shandong guy who sells clothes.

On the surface, he seems to be going well now, but surprisingly, just four years ago, he was rejected by dozens of investors and couldn't get an investment. At the beginning of his business, he was struggling.

When she decided to start a business, Liu Guangyao was still studying in Tsinghua.

At that time, according to his parents' plan, after Liu Guangyao graduated with a master's degree in finance, they would give him 300,000 yuan to help him study abroad.

Only in the first year of research, Liu Guangyao found that this kind of life was not what he wanted. When studying this major, he completely obeyed his parents' arrangement.

Graduate school is not easy. In addition to the pressure of the course, there are various paper designs that make Liu Guangyao breathless.

He began to think, how to escape from this cage, and what kind of road to take after escaping?

During the summer vacation, Liu Guangyao went to his uncle's house to play. Inadvertently, he and his cousin wore each other's clothes by mistake. When they came home at night, they found that they were wearing the wrong clothes.

Liu Guangyao suddenly realized that clothes have no gender restrictions. Inspired by generate, Liu Guangyao thought this might be his "way out".

He decided to drop out of school to start a business and create a "gender-free" clothing brand.

It is said to be a clothing brand, but in others' eyes, Liu Guangyao just wants to sell clothes.

Isn't it a bit overqualified to sell clothes for Master Tsinghua?

When he told the people around him about his decision, he was questioned and opposed without exception.

My parents suddenly became angry: "You have a master's degree in Tsinghua, but you want to sell clothes. Are you ashamed? "

Neither do the students. They can graduate in three years and get a master's degree certificate. Besides, Liu Guangyao is from Peking University, so it is unreasonable to sell clothes.

But at that time, Liu Guangyao didn't listen to everyone's persuasion. He insisted on the road he chose, which was definitely better than finishing graduate school alone.

Even if he finally comes to a dead end, he will admit it, but he can't give up now.

So, regardless of his parents' opposition, he submitted an application for suspension from school to Tsinghua, went through the formalities of suspension, drank the last glass of wine with his roommate and left Tsinghua.

Raw rice is cooked into cooked rice, even adding water can't help. His parents can only accept that his son has come this far.

Liu Guangyao started a lot of market research. From July, 2065438 to July, 2007, in the factory building in the urban-rural fringe of Hangzhou, Zhejiang Province, he officially started the road of clothing entrepreneurship.

There was nothing, no resources, no background. Liu Guangyao needs to start from scratch.

The day after the company was founded, Liu Guangyao put on a suit and took a printed brand recommendation form to look for investment in person.

When I was studying, I only wore a suit for self-defense. When I first wore it to meet investors, Liu Guangyao still felt uncomfortable.

Potential and competitive advantage are the most important investments, but when investors saw Liu Guangyao at that time, they didn't have any clothing experience, and "gender-free clothing" was just a brand-new concept, and the market prospect was unknown.

All investors are not optimistic about Liu Guangyao.

Brand-new, for investors, means taking risks, and they don't want to bet their money on an unknown.

Liu Guangyao met with more than 50 investors in two weeks, but they all turned down Liu Guangyao's invitation.

But instead of giving up, he became more and more depressed.

Finally, a company is willing to invest, and Liu Guangyao is very happy.

If this investment can be negotiated, the company's account will roll into 3 million, but the day before signing the contract, an accident appeared. ...

On the day before signing the contract, Liu Guangyao was ready, waiting for the formal signing tomorrow.

But in the evening, the investor suddenly called and proposed to withdraw funds and did not intend to cooperate.

Liu Guangyao can only wry smile. That night, he stayed up all night and smoked three packs of cigarettes until dawn.

On the contrary, disciple Dai Wei was more optimistic than him and comforted Liu Guangyao: "It is not because you see hope that you persist, but because you persist that you will see hope."

"Learning has stopped, and the flag has been set up. At this time, it really makes no sense to give up. What else can I do? If this is yellow, then say the next one. "

While looking for cooperation everywhere, Liu Guangyao is also recruiting talents. At the beginning, he was the only one in the company, and another classmate was invited to manage the administration. There is definitely not enough manpower.

2065438+June 2008, when Zhang Yuhao, the chief designer, entered the company, there were only several hundred thousand books in the whole company, all of which were invested by Liu Guangyao himself.

An office of tens of square meters, without sewing machines and garment sample workers, is thought to be just a leather bag company from the outside.

When Liu Guangyao called to invite him to join, Zhang Yuhao had just graduated from Beijing Institute of Fashion Technology and was working as an assistant in a clothing company.

After listening to Liu Guangyao's brand concept, Zhang Yuhao decided to give it a try. Anyway, he is still young. If he can't do it well, he will find another job. No big deal.

In this way, Zhang Yuhao contacted garment sample workers and began to design garments. Liu Guangyao is on a business trip, looking for investors with samples.

With Liu Guangyao's unremitting efforts, the company finally got three investments, and his career really started.

They focus on online business and do e-commerce. When they first went online, their income in the first month exceeded1million, which surprised and delighted Liu Guangyao.

However, due to the complexity and high cost of clothing production, it is difficult for Liu Guangyao, which has just started, to sustain itself. After another wave of unrest, it attracted many people's criticism.

The biggest problem is that the quality is not enough, and many people return it.

For two months in a row, the online shop didn't have any income, the burned money had been burned out, and the food had been exhausted.

At that time, Liu Guangyao felt like Sisyphus in Greek mythology. He tries to push the stone up the hill every day and then watches it roll down the hill.

Originally, he paid great attention to his personal image, but at that time, he didn't want to dress himself up. He only wore that suit for two months, and all the employees thought he didn't take a shower.

Later, the money was not earned, and Guang Liu Yaoxian was admitted to the hospital. During that time, Liu Guangyao caught a cold and never recovered from taking medicine and infusion.

Fortunately, God never shuts one door but he opens another. At that time, there was a platform supporting new brands. Liu Guangyao, who was lying in the hospital brushing her mobile phone, suddenly realized that this was a good opportunity and immediately asked employees to approve the opening of the store.

In May, the application for opening a new store was approved. 2065438+On May 9, 2008, the new online shop was launched.

At this time, Liu Guangyao's illness suddenly recovered, and he took a taxi back to the company to continue his work.

Although the clothing market is saturated, Liu Guangyao's "gender-free" clothing is undoubtedly a blank field. As soon as it went public, it immediately grabbed a lot of dividends.

At the end of May, the store sales reached 600,000, and in July it exceeded one million, reaching 6.5438+0.4 million. By the end of the year, the income has exceeded10 million yuan.

In 20 19, the clothing brand founded by Liu Guangyao became the first brand whose monthly sales exceeded10 million. At the age of 24, he became the focus.

At that time, Liu Guangyao was no longer a nobody, and he didn't have to bother to please others and look for investment everywhere. Instead, investors come to you on their own initiative.

The vice president of an investment company came to the door and handed Liu Guangyao a blank letter of intent for investment, allowing him to decide the authority of the evaluation.

Two years ago, he came to that person to invest, but he was rejected. Now, the tables have turned, and Liu Guangyao is both excited and excited, indicating that he is no longer looked down upon.

Liu Guangyao filled in a number in the letter of intent, nearly ten times higher than what he wrote two years ago, but the other party immediately agreed.

After that, many companies followed suit, and Liu Guangyao got tens of millions of financing at once.

The glamorous appearance is attributed to Liu Guangyao's strong support.

In recent years, he has been asking himself a question: "Where will the company die?"

Several times, he felt that he couldn't hold on. The summer of 2020 was the peak season for summer clothes, but the company's supply chain collapsed.

There is a backlog of seven or eight thousand orders, and they can't be sent out. With complaints and refunds from backstage customers and more negative comments, online stores are likely to face bankruptcy.

Liu Guangyao studied finance, but he still has a little knowledge about the operation of online stores. He has no idea what to do.

At noon, when he was eating, he came to the table with food, and his tears could not be controlled. He cried while eating, and his heart was full of grievances, but he had nowhere to vent, so he could only hide from crying.

People who cry and eat will surely survive strongly. After crying, Liu Guangyao returned to the office, sent messages to customers one by one to apologize, and urged the factory to come.

Later, Liu Guangyao survived and finally solved the store closing crisis. Afterwards, Liu Guangyao brought up the crisis again and realized that the company lacked professionals to coordinate the supply chain.

Therefore, it is Liu Guangyao's only management philosophy to let professionals do professional things.

Liu Guangyao began to build a supply chain team with great concentration, and constantly recruited talents. The headhunting fee alone is hundreds of thousands a year.

Although youth ensures innovation, all this is good, so Liu Guangyao began to recruit some senior experts in the industry.

At first, when the other party saw that Liu Guangyao was in his early twenties, they didn't believe what he could do, so they immediately refused.

Liu Guangyao didn't give up. He took out Liu Bei's courage to invite Zhuge Liang and looked around. Finally, they agreed to join the company.

Organizationally, Liu Guangyao has also undergone a comprehensive adjustment, which is more efficient and flexible than before.

Liu Guangyao seldom puts on airs as a boss. His company has an unwritten rule that "whoever does it will do it", provided that it is in line with the company's interests and everything takes the company's interests as the priority.

"Our company has only one standard. Whether what we do is beneficial to the company's interests is not in line with my personal feelings or emotions."

He joked that he might be better at dealing with interpersonal relationships than making money.

When Liu Guangyao was in high school, he was already the president of the student union and the class cadre. For those gangsters, Liu Guangyao never suppressed them, but called them "brothers".

He often tells them: "I am instructed by the teacher." You are a thorn in the teacher's side. We are not enemies. We must cooperate. As long as you don't bully others, I will explain. I can help you if you are absent from class. Make a cover and make it easy for everyone. "

In this way, all his people are obedient, and no one makes trouble.

It is equally effective to substitute this concept into the company. Liu Guangyao and his employees are never superiors or subordinates, but brothers.

Today, everyone worked overtime together, and went downstairs to a nearby food stall for a drink and a treat. There is no shelf at all.

He won't cling to employees' mistakes, but he will comfort them. "Making mistakes is a good thing. I just want to see what you can do. Let me see how you correct it. "

In this way, the company has grown from a few people to a team of tens of thousands of people. In 20 19, the total annual sales reached 300 million.

In that year's Double Eleven, the online store's sales on that day was 60 million, which was half of the previous annual sales.

Liu Guangyao always felt that he was born to make clothes.

Now, after his achievements, Liu Guangyao's ambition is getting bigger and bigger.

Before starting a business, Liu Guangyao is ready to enter the system. When he was an undergraduate at Peking University, he could enter the system by running for the president of the student union. However, Liu Guangyao almost became the vice chairman.

When he missed this opportunity in Peking University, Liu Guangyao lost his way. When he was studying for a master's degree in Tsinghua, he felt that life was boring.

I moved my mind to start a business. He studied Fortune 500 companies. "I can't do oil, can't do energy, can't do the Internet, and I'm not interested in diamonds. This industry is too small. Be sure to be a big industry. "

So he took a fancy to the clothing field. After the company was founded, he was determined to make it a world-class clothing brand.

With the rapid development of the company, Liu Guangyao tasted the sweetness and felt that he could do anything if he dared to think.

He started to open offline stores and pursued opening big stores in order to make a lot of money. His aim is: "big, must be big, I pursue big things, and my aesthetics is big aesthetics."

"A store can only sell one or two million a year. If you want to open 1000 stores, it's boring to sell them for 200 million. A store can sell seven or eight million, and you will be eight hundred million. "

However, the epidemic in 2020 caught Liu Guangyao off guard. For three months in a row, offline stores had no income.

Without making any money, he has to pay employees' salaries and store rents, and the money earned in previous years has been used to fill the pit.

Liu Guangyao is really bitter. When the sales volume of Double Eleven in 2020 did not reach 70 million, Liu Guangyao was in a hurry.

He thought to himself: last year it exceeded 60 million. If it can't be achieved this year, how can we explain it to investors? We can't relax with so many pairs of eyes staring at ourselves.

Fortunately, it finally came true and Liu Guangyao breathed a sigh of relief.

However, due to the impact of the epidemic, the company's income was greatly reduced, making ends meet, and Liu Guangyao had to find someone to invest again.

By the end of 2020, two rounds of financing were completed, and Liu Guangyao's company successfully returned to blood.

Today, Generation Z is a "gender-free" home. The White Paper on Trend Culture Development shows that nearly 40% of the sales of trend men's wear come from women.

T-shirts with floral patterns, 80% of orders come from men.

It can be said that in dress, young people tend to wear clothes without boundaries, rather than choosing their own clothes according to the boundaries defined by the secular.

Compared with traditional clothing, gender-free clothing advocates "like first", which is also in line with the concept that contemporary young people pursue freedom and hate bondage.

As an asexual leader, Liu Guangyao undoubtedly gained the upper hand in this market ahead of time, and the dividend and flow greatly moved closer to him.

Liu Guangyao said: "Fashion itself should not have boundaries and classes. As long as the size problem is solved, good-looking and fun designs should be for everyone. Different people are suitable for different styles, but this has nothing to do with gender. "

In June this year, Liu Guangyao achieved the original goal, and set up a shop in Huaihai Middle Road, Shanghai, with a storefront of 2,000 square meters and luxurious decoration.

There are pet areas and cafes in the store, which are very close to the preferences of young people.

After the store opened, the monthly turnover exceeded 5 million yuan for two consecutive months.

When asked what he hoped the company would eventually leave behind, Liu Guangyao confidently replied:

"I hope it is not only a commercial product, but also a cultural attribute, even a humanistic spirit and philosophical height. As Mr. Fei Xiaotong said,' each has its own beauty, beauty, beauty, * * *, and the world is one'. This is my ultimate expectation. "

On the opening day of the Shanghai store, Liu Guangyao came to the store in advance, stood at the door and looked at the signboard for a long time.

He remembers that when his grandfather was still alive, he said to him, "If I do something important in the future, I must go to Shanghai and I will take you with me."

Grandpa smiled and replied, "It's a deal."

Now, this promise has come true, but I don't know if my grandfather in heaven still remembers it.