Choose The Right Battleground, But Pick The Wrong Bullet.

October 22nd, case background

Miss Zhang is a Zhenjiang native. She is 23 to 4 years old and has high school education.

After graduating from high school, he worked as a worker in a factory in the south.

Later, because of his good image, he was recruited as a hotel attendant by a hotel under the government of Zhenjiang.

It is precisely because of the two-year working experience of the guesthouse that Miss Zhang has easy access to some government officials. She has increased her experience in the work of service, and has been more mature and competent than her peers.

After coming out of the hotel, Miss Zhang came to Nanjing.

After working for some time, my heart was unwilling, and later, at the support of her family and friends, Miss Zhang decided to start her own business.

After studying for a while, Miss Zhang looked at Nanjing as the most prosperous core business district, Xinjiekou's Wanda Plaza.

At the time of the examination hall, a 20 square meter pavement of Wanda Plaza was found to be sublet.

After several inquiries, Miss Zhang was delighted to find that, compared with other shops, the advantage is that there is no pfer fee for the pavement, and the property purchased by the owner is entrusted with the property split pavement managed by Wanda Plaza.

Miss Zhang also examined the surrounding pavements, and found that the shopping mall was located in the middle end location, and the customer price was above 300 yuan.

And most of the surrounding areas are gold and silver jewelry and clothing supplies, mainly located in the young fashion class.

Miss Zhang found the shop floor to decide the lease. In less than a week, she persuaded the store manager to pay the deposit.

After handling the relevant formalities, start decorating and contact the source.

In fact, before deciding to rent the pavement, Miss Zhang has used the time of rest to go to Shanghai, Guangzhou and other places to examine several jewelry and handicraft manufacturers.

So after the shop was confirmed, Miss Zhang sent the first batch of goods, and gave her shop a colorful legend: the garden of clouds.

Main young

In the early stage, Miss Zhang invested nearly one hundred and fifty thousand yuan in the cost, of which the first phase of store rent was six yuan for two, nearly 80 thousand yuan, nearly thirty thousand yuan for goods, nearly 10000 yuan for decoration, plus housing rental, property costs and so on.

Before and after looking for workers to decorate, to decorate the store, and then to the procurement of goods, Miss Zhang is a person, busy for more than half a month, finally opened the shop.

Miss Zhang was delighted and confident when she saw her little shop run by herself.

store

Live interviews

The author: when you choose to be the best place to start your business in the busiest area, what gives you enough confidence and courage?

Miss Zhang: at that time, it was also impatient and eager to make a small shop belonging to myself.

I believe in my own eyes, because I always pay attention to and pay attention to fashion information.

The author: from your words, you can see that you are a stronger girl. Do you realize the risk of this project again?

Miss Zhang: at the same time, I realized this, and I started to choose a more prosperous place to do it.

But ornaments, especially those with slightly higher prices, are hard to sell without choosing a good pavement.

Besides, the rent is high and the business atmosphere is relatively good, which is conducive to sales.

Now it seems that I am too judgmental about sales.

The author: what do you think you are missing when you run your own store business?

Miss Zhang: lack of professional knowledge and skills in store.

Later, although I bought some books, I found it hard to apply them to reality. I wanted to find a knowledgeable guide.

Author: at that time, a person in the field entrepreneurship, feel the pressure on the mentality?

Miss Zhang: Although I was concerned about this before, I didn't personally manage a storefront.

When I really owned a shop, I found it was not as simple as I imagined.

It's not only hard work, but also a good rest.

It is nothing to bear hardships, but young people do not suffer much.

I just felt a sense of isolation. I had to rely on myself, and no one around me could make any plans.

The author: before listening to you, from the good shop to the delivery of the deposit only took three days, now how do you see your decision?

Miss Zhang: of course, the key reason for me to get the store quickly is that there is no pfer fee.

Some of the more ideal stores I saw before were all pfer fees, fifty thousand or sixty thousand less and about one hundred thousand higher. The pfer fee only made me helpless.

I can afford about one hundred thousand of my own.

So after a simple observation of the popularity of the surrounding area, I quickly set it down.

The reason why it is so fast is also afraid of being preempted by others.

After all, if you don't do it, others will do it.

Author: through the experience of this venture, what have I gained from it?

Miss Zhang: I think there is a big gap between what I want to do and what I want to do and what I want to do.

After the withdrawal, I cried several times. For a time, I could not walk out of the shadows and was very negative. Fortunately, I did not lose too much, and gradually came out of the shadow under the persuasion of my family.

I have been thinking, maybe I am too blind and confident, lack of in-depth understanding and judgement.

In fact, looking back and thinking, I finally found that the position I chose was basically the same. The key is that I picked the wrong product.

Think of it, selling accessories in that area is not big enough, and the category is limited. The utilization is very low, although the popularity is good, but the overall profit will not rise. The money earned is basically subsidizing the high rent.

It seems that every day is busy, but it is far less than the next few clothes.

One paction is enough for me to sell several items.

The reason why I chose shoes this time is to take this into consideration. Shops rent is not low enough to run any gadgets anymore.

{page_break}

Author: what are the words to share with you?

Miss Zhang: what I want to share with you is that even if you fail, you will not be defeated. If you are bitten by a snake for ten years, you can only say that our hearts are really afraid.

The most terrible thing is to shrink back.

Do not be confused by the appearance of prosperity. Whenever you want to have a steelyard in your heart, weigh yourself and weigh the items you choose.

Case analysis:

In communication, Miss Zhang is a very successful person.

This also has something to do with the character that she dares to think and dare to do.

Compared with her peers, and even some men, it is not inferior.

There is indeed something worth learning from us.

But then again, it is good to have these, but also to have a knowledge enrichment.

If we reserve more of our own skills and knowledge, we will be able to make good judgments and avoid detours.

From Miss Zhang's experience, I feel that the most important thing is to choose the right place, but choose the wrong category.

Xinjiekou is such a strategic height. Whether it is a company or its own business, it is necessary to weigh up how much confidence you have before entering the territory.

Without a full grasp of hasty entry, it will ultimately lead to business passivity.

Hundreds of thousands of dollars or even millions of dollars are being launched.

During the exchange, the author also found that a shop on the street is being renovated.

It looks like the location is still there, but I'm afraid it's a different person.

The game that you sang me on the stage took turns in the core area. It is common in today's commercial war.

We might as well make a hypothesis. If Miss Zhang manages not the accessories, but the clothing with higher profits, or after the inspection of the market, is it possible to continue to redefine one of the different types of businesses in the format? If Miss Zhang still believes in her own project and business vision, instead of a secondary business circle, choose a pavement with a lower relative cost of operation and make a slight adjustment in the price. Can it increase profits so as to avoid premature and passive termination of her career?

In business, there is no assumption in business, only the success or failure after action.

If you don't choose a good project, don't be busy. If you look at the position, but do not have the right direction of operation, do not blindly change the project. Changing the leading role will only increase business risk.

Only a better match between location and business can prolong and achieve the desired entrepreneurial dream.

For those who are knowledgeable and experienced and who are eager to start their own business, if we still feel that our ideas are not mature enough and perfect before we act, we may first ask ourselves 10 questions and 100 questions.

We can even ask those experienced, inexperienced people around us who are called "three cobbler" and Zhu Geliang.

We only have a thorough understanding of the branches and ends.

So that they will not start their own dream journey.

Ask yourself a few questions first: what to sell, who to sell, where to sell and whom to sell? When and how much money should be used?