Resume of Yu Zeguo, Chairman of Zhongze Group

Yu Zeguo, male, 42 years old, from Liaoyang. 10 years ago, he left the office and joined the business community. His group "Three Ears Rabbit" has become the first brand of underwear in Northeast China, and won the titles of famous trademark in Liaoning Province and consumer satisfaction goods for three consecutive years.

He is the first person in Liaoyang Personnel Bureau to leave without pay. 1At the beginning of 992, 29-year-old Yu Zeguo, with the passion and dream of starting a business, resolutely resigned from the public office of Liaoyang Personnel Bureau and went into business. Because of his working background in government departments, Yu Zeguo knows the country's economic policies and situation like the back of his hand. He takes Heihe, a newly opened border city between China and Russia, as his foothold in business.

From 65438 to 0997, Liaoyang State-owned Knitting Factory No.2 was on the verge of bankruptcy due to poor management, insolvency and public auction by the government. Yu Zeguo undertook a debt of 8.5 million yuan in cash and obtained the ownership of the factory, thus becoming the first local state-owned enterprise buyer in Liaoyang.

Extended data:

Character interview

Yu Zeguo said: "There are hundreds of thousands of clothing brands. When we registered the trademark, we gave many names, but none of them were registered. 1999 happens to be the year of the rabbit, and the words "three-eared rabbit" sound very innovative. It is precisely because of everyone's curiosity that people are more likely to remember the name of this brand. "

"At first we thought it was easy to be a brand, and it was no big deal. As long as we have a name, register in the industrial and commercial department, do a good job in packaging, grasp the quality of products and push them to the market, we can sell them. However, this is not the case in the market. At that time, the competition was fierce and no one knew the brand. "

"Although our products are put on the market with excellent products, it is rare in the domestic underwear industry. However, our whole marketing planning and product research and development ideas can not be well connected with the market, resulting in unsatisfactory sales performance in the early stage. After two or three years of market lessons, our hearts calmed down, and then we went back and re-examined the problems in product development, production and marketing. "

"We found that it is not enough to have good products, but also to have good design and research and development, and to continuously increase sales network construction and advertising investment. In the end, we decided to use the famous actor Jiang as the brand image spokesperson. Slowly, more consumers accepted the three-eared rabbit. " Yu Zeguo admits the hardships of building a brand. "