Xu Chengchun Cleaned His Shoes And Made Great Progress.

Xu Chengchun was developing more than 200 chain stores from a 6 square meter shoe store to a millionaire from a college student to a millionaire.

Xu Chengchun, a founder of the national chain store in Wuhan, looks back on the entrepreneurial process. He said with emotion, "do not see small business opportunities. Most people do not see that there is a big market in it.

At the same time, do your best and prepare for the worst.

In, Xu Chengchun, 30, came from a poor farm in Yunxi, Hubei. There were 8 children in the family. When he was 10 years old, his parents both left.

Under the care of elder brother elder sister, he finished high school.

In 1995, Xu Chengchun took part in the college entrance examination. He chose the lower fee radio and TV University of Shiyan to learn marketing.

At that moment when his family assembled his tuition fee, he was determined to never extend his hand to them again.

He is extroverted and tries to think of anything.

First grade is a tutor. Grade two sells socks and other daily necessities to some colleges and universities in Shiyan on weekends.

Some old classmates looked at him with puzzled or even sneering eyes.

Xu Chengchun does not care: "I have psychological preparation, not stealing, not grabbing, relying on both hands to feed themselves."

Relying on working income, Xu Chengchun completed his studies.

Xu Chengchun, who caught the opportunity to shine shoes, was inspired by his friends.

In 1999, Xu Chengchun accidentally learned that a friend had run a shoe management certificate through the Urban Management Bureau. He had organized hundreds of shoeshine workers on the streets of Shiyan. Each moonlighting management fee could receive more than 6000 yuan.

"I didn't think there was such a huge business opportunity in the little shoes.

Moreover, from the point of view of urban management, these mobile shoeshare must enter the shop.

He decided to test the water.

At that time, he had only more than 2000 yuan on hand, and his family heard that he wanted to open a shoe shop, but he did not understand or support it.

Xu Chengchun began to "steal art": he went to the streets to steal shoes, repair shoes and craft, and borrowed less than 20 thousand yuan from 17 friends and relatives. He started his first shoe shop in Shiyan.

Inspired by the free shoe polishing and shopping of shoe polish by some shopping malls, he decided to sell shoes for free and sell footwear such as shoe polish, insoles and other footwear products, "selling products by shining shoes." Xu Chengchun called this his marketing mode.

On the day of the opening ceremony, he made a big sign: free shoe shining.

Xu Chengchun, standing at the door of a shop, shouted, "no shoes to shine, no rubbing, no rubbing."

Many people rush to see the fun: shoeshine and shop?

Free?

The more people surrounded, the more busy he was with the 4 shoeshine workers.

The first day sales volume is 200 yuan, then 300 yuan, 400 yuan...

At the beginning of the shop, his goal was to earn 2000 yuan a month, but by the end of the year, he earned about 100000 yuan a year.

Xu Chengchun can't believe the small shoe brush has such a big energy.

In August 2002, at the end of August 2002, Xu Chengchun pferred the shoemaker store in Shiyan to Wuhan.

He wants to change his environment and use Wuhan's regional advantages to concentrate on polishing shoes.

Xu Chengchun has made a clearer plan for this time: the Wuhan chain corporation will be established, and the shop name and logo will be unified.

"We hope that our quality service will make customers feel comfortable."

At that time, several old employees and friends came to Wuhan to start their own business. Xu Chengchun was responsible for location selection, organization of supply and training of staff.

Each chain store owner needs to invest 20 thousand yuan, and one Xu Chengchun will turn to the next.

By the end of the year, they had developed more than 20 chain stores in Hubei, Shiyan, Xiangfan and Jiangxi Shangrao, and still used the original business model.

In September 2003, Xu Chengchun began to cultivate his own brand consciously.

He negotiated with some suppliers of footwear products. He must stick to a fast moving brand, guarantee the quality of the goods and expand the brand influence. Now, the 80% of the shoes sold by the chain store is a series of steps.

The chain stores are the best propagandists. These shoeshine shops generally perform better. Some shopkeepers have bought private cars.

From September 2003 to May last year, there were 5 to 12 chain stores developing every month during the rush hour, and 23 provinces and cities in Hubei and Shanghai provinces. Now there are more than 260 stores.

Reform and farewell: the shoe cleaning mode of one yuan, the low threshold of shoeshine shops, and the increasingly fierce competition. Xu Chengchun realized that he could only win by winning a path of differentiation, otherwise the shoe store would close sooner or later.

The shoes on the street are mainly leather shoes, and the scrubbing of tourist shoes is a blank.

In the summer of 2004, Xu Chengchun organized a shoeshine master to study the dry cleaning of tourist shoes, bought the dry lotion, tried and improved it over and over, and finally succeeded.

In this way, fewer people are shoeshine in summer, but customers who wear them will still visit shops.

In 2004, he tried to expand his business and developed leather shoes, such as color changing, wrinkling, enlargement and small change.

He also found that many people's leather shoes are very high-end. They have thousands of yuan and thousands of yuan. They need special care.

He began to plan to bid farewell to the "one dollar shoeshine" for many years, aiming at high and medium grade shoes and providing meticulous service.

In May last year, he imported technology and products from abroad and used new technology to attract high-end customers.

At the same time, the shoe culture is passed to customers: "shoes are the second faces of people, and shoes are yardsticks for measuring grade."

At present, most shoemaker stores rely on low price competition to attract customers. If we join in the camp with street shoe shoemaker, there is only one way to go.

Next, he is going to develop the industry standards for footwear care.

"I hope that every change will bring my franchisee to a higher level."

Xu Chengchun, who is the leader of the company, tells me three stories about his entrepreneurial story: first, business comes from life and concerns the needs of people around us. Business opportunities are everywhere.

Two, the failure of a business is not equal to the failure of life. The key lies in how to deal with the ups and downs in the course of starting an undertaking.

Three, we should not only see money in business, but gradually cultivate and form its own brand and culture in the process of doing business. Only in this way can we achieve long-term career value.

Now we can see that Xu Chengchun's entrepreneurial process can not just be regarded as a successful story. We must see that the road to start a business is long and long.