First, gradually expand small enterprises.
1, from small shops to wholesalers
Yue Lihua was born in an ordinary family in Hunan. This "ordinary" is real, which is different from the "ordinary" of horses. There are seven children in the family, and Yue Lihua comes last. This family is talkative and not rich at that time, so they often face poverty and hunger. Later, after the reform and opening up, Yue Lihua's parents also prepared some funds to open a small shop in their hometown. Yue Lihua often helps the family to take care of it for a whole hour after school. This is also his first contact with this industry. Although he is young, he may have been exposed to some tricks and finally turned decay into magic.
17 years old, because of his average grades, he gave up his studies to support his family and ran this small shop full-time. But he went to school, experienced some new things, and was not as old-fashioned as his parents. Young people always dare to try. He found that wholesalers sell goods much faster than their own small shops. So in those days, he discussed with his parents and borrowed money in their name, hoping to open a wholesale department and a wholesaler in the town.
Not only does he supply his own shop, but he also gets the moon by being close to the water. At the same time, as a colleague of the small shop, although young and immature, it also attracted small shops in other villages. People outside the neighborhood are familiar with it, and the bosses have also expressed their favor and recognition for this young man who started a business at the age of 17. In the first attempt, Yue Lihua was right. He has attracted many customers, and orders are increasing. Eventually become a big wholesaler in the county and even in the city.
2. From wholesale to retail.
With such a good wholesale channel and a certain amount of funds in hand. There is no need to run a small shop at home, it is better to grow it. So at 200 1, Yue Lihua simply opened a supermarket, which attracted more customers and sold more. This is Furong Sheng Xing Supermarket. In the following years, business was still booming, and several supermarket chains were opened within a few years.
But how can life always be smooth sailing? Soon Yue Lihua also had her own hurdle. With the rapid development of economy, the degree of openness has gradually increased. There are more retail experts, and domestic and foreign giants such as Wal-Mart have seized the market. Compared with Yue Lihua, they operate earlier, have a longer time, have a more orderly management, are familiar with the retail industry and are more famous. They are good at advertising in new ways to attract the public. Furong Sheng Xing Supermarket was hit, and the competition was too fierce. Yue Lihua had no good idea.
3, the transformation of convenience stores, rural areas surrounded by cities.
After some consideration, Yue Lihua once again transformed to find a way out. The cycle of heaven, everything in this world, is forward and then backward. Yue Lihua once again took a fancy to the original shop, but after some eye-opening expansion, Yue Lihua knew more about the economic market. At this time, the Hong Kong convenience store model entered his cognition. At that time, there were not many such concepts in mainland China, and Yue Lihua learned and seized this opportunity.
Convenience stores often have small storefronts and everything, and Yue Lihua has an adequate supply chain. For those young couples who want to open a small shop, he can use his personal experience and supply chain advantages to train them and provide them with goods. And is the location of the convenience store to be a convenience store in the city or a small shop in the country? He chose an impartial position and avoided a group of tigers competing for food in some urban centers. Differentiated management, Yue Lihua chose the positioning of community supermarkets.
In villages and towns or villages in the city, the two modes of self-management and attracting people to join can be close to consumers without much publicity and marketing. With the purchase channel, low-priced goods attract consumers, and low franchise fees also attract many franchisees. In 2006, Furong flourished and entered Changsha. In six years, there are thousands of franchise stores without much effort, and the Matthew effect has already appeared, and more and more. Today, Furong Sheng Xing has expanded from Hunan to the whole country, with more than 15000 franchise stores. It can also be said that prosperity is for the general public, and this is probably the road to prosperity.
Second, why is it prosperous?
This has a lot to do with the founder Yue Lihua. His strategies, persistence and flexibility have enabled his enterprise to survive and develop in bloodshed.
Yue Lihua of Lakeside University
1, don't forget the persistence of your roots.
At Lakeside University, Yue Lihua commented on herself: the first word is "earth"; The second word is "suffering"; The third is "love tossing"; The fourth is "Don't give up until you do something well". As a rural person, being hard-working and persistent is the first outstanding spirit of Yue Lihua. Not everyone has this patience, for example, at least I don't. When editing code words, I just want to give up quickly, dazzling.
Yue Lihua has been rooted in the small shop industry for 30 years, never wavering, never feeling that this industry is in recession, and finally hatched a road to success in his own industry. If he didn't insist, naturally he didn't insist, then everything would be an unsettled dream, and he wouldn't be here today to talk about his experience.
2. Find the right direction and strive for development.
It is also important to choose a point and work in what direction. There were so many small shops in those days, why are some shops still stable after 30 years? No desire to expand. Maybe it's just to make a living, make up for the immediate life, pay the children's tuition, and have no long-term goal. Yue Lihua was young at that time, and she wanted to make a career out of it. In fact, he borrowed money from his parents as soon as he became a wholesaler. After earning the first bucket of gold, he immediately threw himself into doing more and more.
Success doesn't have to have such business thinking to make a profit, but it must have a long-term goal, go all the way in the direction, and not be short-sighted. To catch big fish, it is natural to cast a long line, take a full picture, and just fish at the bottom. Yue Lihua is a person who wants to catch big fish. His goal may not be very clear, but his decision is to do his best in the retail industry. He groped in this direction and walked towards the wide road.
3. Militant development strategy
Yue Lihua said: "Doing business, like fighting, requires flexibility. In Hunan, I started from a small town and became bigger and stronger; Outside the province, we must first choose the provincial capital cities, stabilize the central market, and then develop into prefecture-level cities through the radiation of provincial capital cities. It is relatively easy to gain a foothold and influence in the provincial capital cities and develop further. In fact, I learned this development idea of' rural-urban-rural' from the chairman. " Hunan people like the chairman, Yue Lihua's strategy of "a single spark can start a prairie fire" is also well used.
But it's not just the countryside that surrounds the city. The city affects the countryside, and the battlefield is changing rapidly. In the face of today's network economy era, Sheng Xing has already made emergency preparations. Yue Lihua launched the Shengshi Optimization Platform. After four loss attempts and version changes, the B2B business model of pre-sale and self-promotion was explored. The scale of 2065438+2009 has reached 40 billion.
And in the store category, site selection, management methods are increasingly skilled, and the prosperous system is more perfect, I believe it will get better and better. And Yue Lihua's series of operations are also an important reason for the prosperity of Furong.
Third, strategy and courage make prosperity further.
On the whole, it can be said that Yue Lihua is now a very successful entrepreneur, and there is still room for the prosperity of the industry. Today's prosperity has joined hands with Tencent Ali to obtain the investment of today's capital. I also believe that Yue Lihua, who came from a small business step by step, can grasp all this, and his strategy and courage can make the prosperous times go further.
Hunan's invisible rich also used his successful experience to warn us to dare to practice, stick to the end and develop flexibly. Maybe the things to be done are different and the goals are different, but for the implementation of things, Yue Lihua's experience can be used for reference.