Cattle: How Much Is A 30 Yuan Cowhide Sold To 10 Million?

A 30 yuan cow leather is the total amount of annual sales volume of 10 million yuan.

"Food grass hall", a primitive style handmade leather production headquarters, an original art design and production company, has more than 140 franchisees chain of art sales alliance.

The name of the main rudder of the "food grass hall" store is Niu Heyin, Hebei.

In 1995, he began to engage in leather production, and in 1997 he founded "food grass hall".

The cow is a surnamed cow, and wishes to have the quality of the cow - the grass is eaten and the milk is squeezed out.

The "grass house" came from here.

The collision between art and fur

Since he was young, he had loved drawing. When he became a soldier, he wanted to test military skills. But the conditions for martial arts examination must be cadres.

No matter what he did, he applied for the Military Medical University to realize the pition from soldier to cadre.

After the graduation of the Military Medical University, the cattle were distributed to the hospital and became an obstetrician and gynecologic doctor.

But that is not his wish.

He who is obsessed with art often draws traditional Chinese paintings and practices calligraphy.

At the army painting and calligraphy exhibition in 1992, Niu CO produced two first prize in art works.

In the same year, cattle entered the military art department.

After seven or eight years, he finally entered the palace of art, when he was 30 years old.

He did not want to be a professional painter, nor did he like the style of academics.

During the three years in Beijing, the cattle were moving around the streets, visiting the exhibition hall, visiting the characteristic shops, visiting the Old Summer Palace painter village, and gradually forming his personalized way of thinking.

After graduation, the cattle went to the Hebei TV station, starting from the video shooting. After the reporters and choreographers, they had been producers.

In the autumn of 1995, an old man was seen on the streets of Shijiazhuang. He was cutting a cow skin into a belt.

"The cow's cortex is good, it is made by hand, and its texture is natural, primitive and rough.

But his belt is too rough.

When my heart moved, I bought a piece of leather with 30 yuan.

The cow found a shoemaker in the street. He designed and made a shoemaker, and spent the whole morning making an interview bag.

On the second day, the cows carry their bags back to work.

After the arrival of the unit, this ancient rough and unyielding cowboy bag was unanimously praised by colleagues.

"I could not afford to praise, and then I bought leather for the old man, and later I went to the leather factory to buy Leather and buy hardware accessories.

Constantly changing to do all kinds of things, mainly for their own use.

At that time, my salary was only 800 yuan, and I paid 400 yuan every month to buy leather for handwork and think of what to do.

From then on, whenever he had time, he went to the balcony of his home to make a cow bag.

The cattle seal has become addicted to hand-made leather products, and it often takes place at midnight.

But he was just spending his energy and money for his hobby. His wife could not bear it and drove him to the basement.

Awakening of business awareness: combination of art and practicality

One day in 1997, when he went out to make a public phone, he met a former colleague of his TV station, Guo Guo, who was also learning to paint and was opening a small decoration company.

When he asked the cow what he was doing in the countryside, the cow took him to his studio.

Xiao Guo was surprised when he saw the works of the cattle. He immediately thought of selling the bags when he was very commercial minded.

That night, the two people talked all night long, and hit the nail on the head and decided to open a shop.

A few months later, Guo found a storefront.

Several people took a broken tricycle to pick up the goods. They picked up a big stone mill in the village and picked up some wood and thatch as decoration and decoration materials.

In September 1, 1997, the first "food grass hall" was officially opened, registered as the "food grass studio" cultural ornament studio, and registered "ugly cow" trademark at the same time.

The first investment of the "thatched house" cost 800 yuan, that is, the monthly rent of the store.

The business of the small shop slowly entered the good environment. The two men recruited three workers and began to copy the works of cattle. When the business was getting better and better, a paper demolition order made the "thatched house" closed.

After returning to the countryside, the life of the cattle was back to the past, buying leather, designing, and continuing to make his purse day after day.

More than two months in the countryside, the more leather bags that cattle make, the more they do.

Several people began to sit together to analyze the next development of the "thatched house".

Finally, we all agree that the food grass hall should reposition the product, when the practical commodity can no longer meet people's needs, and when the pure art market has not yet arrived, it can combine art and practicality, and there will be a market.

Previously designed products are too self centred, and later products should be more practical.

In the spring of 1998, the "grass house" began to rebuild.

The new "food grass hall" has made considerable improvements in store design, interior decoration, commodity display, color lighting and leather making technology.

This year, cattle and India confirmed a very important price strategy of the "thatched house", that is, no price cuts.

"This is a brand issue.

We put in very good raw materials and design. Our products are original, and we feel that our products are worth so much money. "

Opening up barren capital and achieving brilliant achievements

In order to do a good job of "eating grass hall" wholeheartedly, the cow resigned from the TV station's work and devoted itself to the "grass eating hall".

By chance to work in Beijing, the bustling crowd on Wangfujing Street touched his nerves: opening the "grass house" to Beijing!

When he thought of doing that, he found a shop with the first rent of ninety thousand yuan on the same day. He paid a deposit of twenty thousand yuan to the landlord on the spot. After returning, he told his friend that he had rented the storefront in Beijing.

When the new store opened, it sold more than 50000 yuan at the end of the month.

Three months after the opening of the business, the cattle were in full swing, but the landlord suddenly asked him to check out.

With the rest of the rent returned by the landlord, the cattle began to search for new stores.

The Shijiazhuang headquarter will also be demolished.

Many times this kind of thing happened, and the surrounding rumors also spread.

Is it so bad?

If cattle do not believe in this evil, they should continue to shop.

When he was desperate, he saw the more than 80 square meter shop at his door.

250 thousand in a year, divided into four quarters, one quarterly.

This act of breaking the boat and sinking the boat made it impossible for the cattle to print.

If he doesn't earn enough money in three months and can't afford the next quarter's rent, he will have to go back to his hometown in Shijiazhuang.

On the day of the opening ceremony, the cattle were very nervous. They stood by and looked at the crowd.

He didn't ask the salesperson how much he sold until the shop was closed in the evening. "More than 7000, it's not bad," he said.

With its individuality and distinctive flavor, the genuine leather bag has been sought after by many young people in Beijing.

Three months later, the cow not only earned the rent, but also made a huge profit.

After the success of Beijing's store, Xi'an began its first expansion, followed by Taiyuan, Urumqi and Changsha.

Now, an area of 25 mu has been invested and built by cattle and India. It has developed into the largest manual leather design, R & D and production base in China.

Several Direct stores in the country are also operating very well. There are 6 Direct stores and 140 franchises in the "grass hall", which are located in all the large and medium-sized cities in China, and even Taiwan, Japan, Korea and Australia.

The cattle made their favorite leather art to the world.