Can't afford to go to school and work in the south.
Ye Guofu, 1977 10, was born in a poor peasant family in Shuanglongyan Village, Liu Liping Town, danjiangkou city City, Hubei Province. His family of seven lives in extreme poverty.
The children of the poor are in charge early. After finishing technical secondary school, in order to earn money to help support the family, Ye Guofu, 2 1 year-old, set foot on the train from Hubei to the south at dusk of June. He should have gone to high school and university, but he couldn't get a secondary school diploma because of his arrears in tuition fees. In order to avoid unemployment after graduation, he went south to Guangdong without telling his parents. ? I always remember that evening many years ago, when I set foot on the train going south alone, I was alone with the melancholy of leaving my hometown and the confusion about the unknown future. ? Looking back, Ye Guofu was filled with emotion.
After staying in Guangdong for three months, Ye Guofu, with a low education, found her first job in her life? Salesman of steel pipe factory. Although Ye Guofu was ambitious, he soon found that his colleagues were more educated and experienced than he was. If he fails to make achievements, he will be eliminated from the bottom, and it is only a matter of time before he packs up and leaves.
In order to stay, Ye Guofu often goes to the workshop to familiarize himself with the production process and progress. After a long time, customers can immediately finalize the delivery time as long as they quote the required quantity. This earned him the trust of customers.
A year later, Ye Guofu's performance quickly ranked first among his colleagues, and his annual sales commission reached 6,543,800 yuan+200,000 yuan.
Many times, 10 yuan Store started business.
After accumulating some funds, at the beginning of 2000, a friend selling ceramics explained to him the development prospect of the ceramic industry, which made Ye Guofu excited. He immediately quit his well-paid job in the factory and moved to Fujian as a boss to do ceramic parts business. However, due to his inexperience and harsh cooperation conditions, he had to make up his mind to push off all business after one year. In the year of starting a business, Ye Guofu and his partner * * * lost 400,000 yuan, and all the previous hard work went up in flames, which made him a little discouraged. However, Ye Guofu, who didn't give up easily, quickly adjusted his status and began to work in a machinery factory? Salesman, and this is for three years.
The first attempt to start a business ended hastily, but the seeds of starting a business were buried in Ye Guofu's heart. During this period of re-working, Ye Guofu was thinking about his way out every day, looking for a blank spot in the market. He believes it? As long as I put my heart into it, I will certainly get something. ? Unwilling, he has set foot in seven or eight industries such as clothing and photo stickers. Although he has a small fortune, he has never found a fixed main business.
At the end of 200 1, I met Yang, who is engaged in cosmetics sales, and now she is his wife. What are the two young people thinking? Knowing sales, Yang is familiar with the cosmetics industry. Why not open a cosmetics store together? In Foshan's most popular Baihua Shopping Mall, a shop is invited to bid, and the reserve price is 1500 yuan every month. Ye Guofu is determined to win the shop. A bid required a earnest money of 5,000 yuan, and Ye Guofu spent 1 0,000 yuan to get two bids. The bidding result surprised everyone? 150 1.9 Two bids from Guo Fu, Ye Yuan, one 1.500 yuan and one 1.50 1.9 yuan. This is the second time that Ye Guofu has won the bid. In less than a year, Ye Guofu has opened a cosmetics store in the same place on the third and fourth floors of Baihua Shopping Mall.
In 2002, the net profit of his four stores was more than 400,000 yuan.
In 2004, a former shop assistant who left her job came to a store in Ye Guofu to take photos and said in a chat that she is now a shop assistant in a jewelry store. Small ornaments are very popular and can sell for four or five thousand yuan a day. Hearing this, Ye Guofu was stunned. He never realized that the market demand for seemingly insignificant trinkets was so great.
At present, he hurried to Guangzhou to inspect the market, and found that 10 yuan shops were everywhere in Shangxiajiu area, and the business was very hot. What is popular in Guangzhou will soon be popular in Foshan.
As a result, the first ten-dollar store in Foshan was born soon, specializing in women's trinkets. Many people think that an inconspicuous small jewelry store is not much better than a roadside stall, and it will not become a big climate. Ye Guofu said to himself and his employees. When others don't take you seriously, you should take yourself seriously. ? Ye Guofu opened a shop on a busy pedestrian street, with fashionable decoration and low price, which attracted many girls to visit? Oh, so cheap? Sigh. In just four months, he opened four stores in Foshan and then entered Guangzhou.
In March 2005, Ye Guofu formally established the company. Inspired by the sigh of customers, the company was named? Ah! . And locate customers at the bottom of the pyramid? The neglected majority? That is, female consumers with a monthly income of less than 2,000 yuan and an age of 12-28. Going? Civilian fashion? Route, focus? Parity strategy? It is not a pity for consumers to buy and lose.
Do a good job of products and invite stars to promote them.
Although I set up my own company, I started? Ah! Brand, but until July 2005, ah! Still only a few facades. If you want to expand your business scale, you must keep abreast of the new trends of fashion accessories. Therefore, Ye Guofu has established long-term cooperative relations with Japanese and Korean enterprises in product development.
Not only that, he also set up a 6000-square-meter domestic large-scale distribution center in Baiyun District, Guangzhou, which is responsible for the supply and distribution of chain stores and franchise stores, and sends new goods every Wednesday.
After doing business for a long time, Ye Guofu, who has a heart, found that making ornaments means making details. So he asked every small product to be exquisite and well done, and every detail can be greatly improved. ? Small gap, big difference? .
Finally, Ye Guofu's attempt succeeded and the company developed rapidly. By 2006? Ah! The number of shops has reached 400. But new problems have followed: imitators have mushroomed. To this end, Ye Guofu made a bold decision to invite celebrities to be brand spokespersons and carry out large-scale brand expansion. At that time, this surprised many people. Ye Guofu was the first person to eat crabs, because in private jewelry enterprises, celebrities were invited as spokespersons.
With celebrity endorsements, Aiya's brand influence and the word-of-mouth effect of franchise stores spread geometrically. In 2007? Ah! The number of shops is close to 1000, and the total retail sales reach 560 million yuan, reaching 3000 by the end of 20 10. And it has steadily expanded at an average rate of two new stores every day, which is twice that of KFC and six times that of Watsons.
A huge decorative ring of trinkets.
Successful entrepreneurs seem to have one characteristic: boldness and prudence. Ye Guofu in Scorpio likes cautious and thoughtful adventures. In 2008, it has become a leader in the jewelry industry? Ah! Instead of standing still, we spent150,000 yuan to launch the ERP(EnterpriseResource Planning) enterprise resource planning system, which achieved refined management for the first time in the industry.
Colleagues think that giants like Gome, Suning, Wal-Mart and Carrefour are a little overqualified in using ERP system, but Ye Guofu doesn't think so. ERP has straightened out the logistics, people flow, capital flow and information flow of enterprises, and more importantly, we have huge data resources for young female customers, which will provide the most solid foundation for our future business development. ?
? Alas, it has completely changed the rules of the game in an industry. ? Famous marketing expert? China's first female marketer? Rolling even thinks that its revolutionary significance is comparable to that of Ma Yun to e-commerce and Baidu to search engines. Many people are dismissive of the small stall-style trinkets business, but Ye Guofu has pushed open this humble property door. Ye Guofu has become a leader in this industry, but he never thinks this is success. Entrepreneurship has always been on the road, and success is endless. If you want to win, you must run faster than others. ? Ye Guofu believes that it is not easy to concentrate on one thing all the year round, and it will be effective to stick to it.
Ye Guofu? Ah! Just like an entrepreneurial apocalypse, it reminds people with a triumphant gesture that even in those humble business areas, the number of treasures may be limited. ? Live to change the world of decoration? Ye Guofu changed a famous saying of his idol Jobs, and Ye Guofu believed it. Can we change the world? Change the decoration industry? Start,? Change the decoration industry? It can also push us to change the world! ?