Xiu Qingsheng: "2 Yuan" Hits The "Commercial Empire".

Xiu Sheng, general manager of Xiu Ji department store chain.

At the age of 19, he went to Baoding alone and fought hard in the sea of Commerce.

In less than 20 years of commercial war, he was almost broke.

When he was down, he moved to Ji'nan.

In the next 4 years, by virtue of the original "2 yuan shop mode", he opened hundreds of chain stores in one fell swoop and spread over 17 cities in Shandong, with a market share of over 90%.

Now, after becoming a leader in the industry, he has focused his career on the national market.

As the saying goes, "Cantonese revolutions, Fu people pay money, Hunan people fight, Zhejiang people become officials."

And now, we are going to introduce such a lucky man to you. He went to Baoding alone at the age of 19 and fought and fought in the sea of business.

In less than 20 years of commercial war, he was almost broke.

When he was down, he moved to Ji'nan.

In the next 4 years, by virtue of the original "2 yuan shop mode", he opened hundreds of chain stores in one fell swoop and spread over 17 cities in Shandong, with a market share of over 90%.

Now, after becoming a leader in the industry, he has focused his career on the national market.

Reporter: he is known as Shandong's "ten civilians to create wealth heroes", general manager of Xiu Ji Department Store Mr. Xiu Qingsheng!

Teacher, welcome.

We are mainly engaged in business.

Reporter: repair teacher, before you succeed in "repair 2 yuan supermarket", you have been engaged in various industries. What are your fresh memories?

A lot of students.

I am from Longyan, Fujian. I have been in Ji'nan for over 5 years, but I have been in business for 17 years.

As early as 19 years old, I had already begun to do business.

I was born in 70s of last century, and I am 36 years old. I had four older sisters and five older brothers, and I was the youngest.

Because of the poor economic conditions at home, I was forced to say goodbye to school when I read junior high school. This is a farewell to the student career.

In 1990, when I was 19 years old, a man carried a sack bag to Baoding, Hebei. My uncle was there. At that time, the thought was very simple. He felt that there were acquaintances there, and he could make a world out of it.

However, reality and dream are two different things.

The days in Baoding were very hard, and they could even be described as miserable.

At the local level, I have done almost all trades, and made clothing retail, opened small restaurants and made small department stores, but the results were all fruitless. Even food and clothing became a problem. They simply failed to change their economic difficulties.

Reporter: recall the plight of the original, and now look at the size of the company, only the company has nearly a hundred employees, the teacher must be filled with emotion.

Yes, it is.

At that time, I always earned some money, but I didn't lose much time.

Every time, I even despair of life.

Reporter: what experience did you accumulate from your special experience for your future business?

The greatest achievement is to let me know what is called "repeated defeats and wars".

Reporter: How did that change?

Or how did you overcome it?

I want to think that a living person should not be suffocated by urine.

Trees move and die.

Later I was ready to move to other cities.

At that time, the spring city of Ji'nan gave me a good feeling and felt that there might be opportunities for development, so I decided to go and have a look.

I remember it should be September 2001. When I came to Ji'nan, I only had more than 2000 yuan, but I had "baby", what "baby"?

It is my experience that has not been successful for more than ten years.

At that time, I didn't think too much, just to try my luck.

No matter what happens.

At first, I didn't dare to come in Ji'nan, but I was still a little nervous.

I spent a small part of my money on a small stall in the western market to do the clothing business.

Reporter: Yes, try the water depth first.

In general, the biggest feature of the clothing industry is to maintain the normal circulation of capital so as to continuously replenish the new model.

Clothing often backlog, resulting in funds can not run properly is the industry's big taboo.

The seasonality of the clothing industry often causes pressure and the risk is relatively large.

After more than a year's clothing business, I didn't lose money, but I didn't really make any profit. Since there was no improvement, I decided to change again.

Reporter: there are six demeanour of Zhu Geliang.

I am only a few of them. Jiang Wei also made nine Central Plains cuts.

In the first battle of Ji'nan, I started to analyze my business philosophy fundamentally.

After some reflection, I feel that his experience accumulated in the field may not be suitable for Ji'nan with obvious regional characteristics.

After some thought, he decided to abandon his "preference" for traditional industries such as clothing and catering, and take the emerging industries as a breakthrough.

To say that over the past decade or so, I was looking for the right breakthrough.

After examining the market, I found that the 1 yuan shop was made in the south.

Not many people do business, but business is good.

However, the most important problem in the 1 yuan shop is that although things are cheap, they are limited by the price of one yuan, and the quality is difficult to guarantee.

Reporter: it looks very risky.

Yes, it is.

However, it is hard to find a breakthrough, can we just give up?

Of course not!

As a result, I think that if we change the 1 yuan store model to 2 yuan store, we can greatly improve the quality of the product. At the same time, because the product is more abundant, consumers can accept it more.

This is the beginning of your career.

It's all right.

In 2003, I opened my first "2 yuan shop" in the western market of Ji'nan.

At that time, the area was only 14 square meters, and for employees, my wife and I were three.

Actually, entrepreneurship is not that simple.

Everything is difficult at the beginning.

At the beginning of operation, the main problem faced by small shops is the shortage of goods. Although there are not less than 2 yuan in the price of small commodities in the society, there are thousands of varieties, but the supply of goods is scattered throughout the country, scattered and difficult to find.

In order to find the source of goods, I often run between manufacturers in Guangzhou, Yiwu, Changshu and other places, because goods can be guaranteed from the source to ensure the advantage of price.

At that time, where I had goods, I would place orders.

At first, many manufacturers were reluctant to supply because my quantity was not large enough.

Luckily, I was able to keep talking with the factory, and also looked for some wholesalers to supply the goods.

Reporter: it's not easy. It seems that market positioning is very important.

Yes, it is.

In the context of the "1 yuan shop" product quality being questioned, my small profits but quick turnover "2 yuan shop" is very popular.

Only one month after the first store opened, people began to come to me to discuss cooperation.

At first, I felt that I had not taken a firm step and declined.

It was not until 2003 that after the SARS, the 2 yuan store opened the market. After two months, second outlets opened.

Then in 2005, our chain store opened to 7, and began to enter other cities in Shandong.

I think the biggest contribution to this is the accumulated experience and business philosophy of the past. Every chain of "2 yuan shop" is very popular.

Even in the relatively small population of Dongying, our Xicheng department store has a net profit of more than ten million yuan at year-end inventory.

In the past two years, the "2 yuan supermarket" occupied 90% of Shandong's market. At present, the country has developed to more than 400 and has created a miracle in the small investment industry. 9.

To achieve such success is bound to be closely related to your business model and profit model. Let's talk about your secret of development.

The secret is to make small profits but quick turnover.

A head flower, one makes 10 Fen, but what about a truck?

That's a big profit.

Now we sometimes have more than 10 calls to cooperate in the morning.

Almost every chain store has a good performance. The daily sales volume of a single store is mostly maintained at two thousand or three thousand yuan.

Among them, when the Changqing University Town Branch opened, the turnover amounted to more than 7000 yuan a day, while the daily turnover of Jinan Iron and steel branch was even more than ten thousand yuan.

I think the reason why the 2 yuan store can make a steady profit is very important because we have formed a stable supply channel, directly from the factory, and omitted the intermediate links.

In fact, in this line, for many businesses, it is not who has a high profit in sales, but whose price is low.

To put it simply, "profits are bought, not sold".

For example, they have formed stable cooperation with many manufacturers, and the quantity is huge. The manufacturer can give 1.8 yuan to other distributors, and we can get 1.6 yuan.

At this time, the retail price of the individual supermarket is 3 yuan, and our price is still maintained at 2 yuan. The advantage is self-evident.

Reporter: how can you replicate the business model?

At the same time, the development of so many franchisees, how do you guarantee the quality of service and quality of goods?

You are asking about the brand upgrading strategy we are implementing now.

Now, our "2 yuan store" has more than 150 chain stores in Shandong, and only more than 20 in Ji'nan.

Business is getting bigger and bigger, and some enterprises are starting to imitate our "2 yuan shop mode", so we must upgrade and upgrade our business.

A few days ago, I just handed over the branches to other managers. I only ran two wholesale stores in the west market and the east gate.

The main thing is to spare more time to think about how to maintain the market advantage.

Now I think that it is not enough to enrich the variety of small commodities, but also to divide them scientifically.

According to the different consumption groups, I divide the small commodities into students' articles and daily necessities, and make them more targeted when they supply goods for chain customers.

Moreover, we have now registered the domain name of the network, opened the enterprise website, and specially hired the enterprise to design the store sign, is prepared to develop to the higher level.

Next, we will develop to the whole country. After May this year, the "2 yuan supermarket" has been promoted to the whole country through e-commerce.

At the same time, we have begun to build procurement centers in two small commodity distribution centers in Yiwu and Guangzhou, so as to facilitate future distribution of goods.

The doctrine of success: honesty and integrity: reporter: from "small" to "big", remember that "2 yuan supermarket" has gone through business and sour road. What is your belief in success?

The students are honest.

Now many manufacturers are very comfortable with me, first shipment, then checkout.

Some goods are not issued for two months, which solves the problem of capital.

At the same time, we also have an original policy for the customers of chain joining: no matter how long the time is, we will sell the original price as long as we can't sell it.

In general, the benefits you give to your customers are more, and the customers are more natural.

It is the same thing to be a man.

Reporter: you once said a word, "do not be small but not".

Now some netizens ask you, he is a waiter, but he wants to make big money. How to solve the conflict between ideal and reality?

Can the teacher talk about your career and ideals of the netizen and explain puzzles to your friends?

From the superficial point of view, this is not contradictory.

France's Paris Peregrine has shown that the service sector will become China's most potential growth area after manufacturing.

At present, China has become the world's sixth largest economic system, the third largest trading nation, and the second largest foreign direct investment company. The company is optimistic about China's economy.

It is estimated that by 2020, China's current economic growth will not decline, so that China's GDP will be 4 times that of 2000, which means that in the next 13 years, there will be an annual growth rate of 6% to 8%.

How can you make big money in such a big market?

From a deeper perspective, your vision is not long enough.

I think, even the waiter, you should use a boss's eye to be a waiter.

I told my staff that you couldn't spend the rest of your life working with me. Someday you will go out, maybe you will do better than me.

So, I hope you can do well today, stand in my angle to do well today, why?

Because after you go out, your future employment units or the units you create will show your achievements now. You will see how you accomplished your original work now.

Don't analyze work by name. Doing the best thing is the most important thing.