10 Yuan To Start A Business Year, Earn 1 Billion 200 Million

November 12th news, a lot of people

The best salesman opens a shop.

In the evening of June 10, 1998, Ye Guofu, 21, set foot on the south bound train from Hubei.

He was the top student in high school and University, but he could not get a secondary school diploma because he owed his tuition fees.

In order to avoid unemployment after graduation, he ran south to Guangdong without telling his parents.

In Foshan, Guangdong, Ye Guofu kept on applying.

3 months later, he finally got a job as a salesman of the steel tube factory.

Most of the salesmen in the factory are not familiar with the production process. After the customer has reported the quantity demanded, the salesperson can not immediately confirm the delivery time.

Unlike his colleagues, Ye Guofu went to the workshop before going out for business every day. He was familiar with the production process and the production schedule, and the customer reported the quantity demanded. He could immediately finalize the delivery time and win the trust of the customers.

A year later, Ye Guofu's performance topped the list.

With a sales commission of 120 thousand yuan, Ye Guofu always wants to do something big.

At the end of 2001, at a sales training meeting, Ye Guofu met his wife, Yang Yun Yun, who was selling cosmetics at that time.

As the hearts of two young people come together, an idea gradually takes shape. Ye Guofu understands sales, and Yang Yunyun is familiar with the cosmetics industry. Why not join in a cosmetics shop?

A shop in Foshan is bidding for the most popular 100 flower shopping malls.

The shop is located at the corner of the two level corridor of the shopping mall, with only 15 square meters. The clothing business in the first few tenancy periods is deserted, and the tender price is as low as 1500 yuan per month.

Ye Guofu thinks that the pedestrian flow at the corner of the corridor is a rare business.

Cosmetics are small objects, do not need as large as the size of clothing display area, 15 square meters is enough to put in a dazzling array.

In the following week, Ye Guofu came here to see the flow of people every day, determined to take the shop.

A tender required 5000 yuan for sincerity, and 10 thousand yuan for ye Guo Fu, two yuan tenders, and 1500 yuan on a tender.

The result of the tendering made everyone surprised.

The bid was written on the tender "1501.9 yuan".

This is Ye Guofu's other tender.

At the beginning of 2002, the store opened.

Yang Yunyun is responsible for going to the cosmetics factory and Ye Guofu is in charge of shop sales, selling cosmetics and making up customers.

The cosmetics store, which invested 100 thousand yuan, soon became a fire, and even appeared the makeup of customers queuing up. The average monthly revenue was 2000 yuan per month.

In less than a year, Ye Guofu opened a cosmetics store in the same store as the three and four floors of Baihua shopping mall, and bought a big head sticker camera from Guangzhou.

In 2002, his 4 shops made a net profit of about 400000 yuan.

10 yuan shop "ah Ya"

"How many days can you sell your store?" in 2004, a former employee who went to the jewelry shop to shoot a big sticker, Ye Guofu asked her scornfully.

For the vast majority of people, small ornaments are just small businesses that stand on the stalls and do not enter the market. Even if they are placed in shops, they can not earn much money.

"Four thousand or five thousand yuan a day."

Her answer surprised Ye Guofu.

In the busy nine streets of Guangzhou, Ye Guofu saw that there were more than 10 yuan ornaments shops on both sides of the street less than 1000 meters long, and almost every store was very popular.

Ye Guofu no longer hesitated, returned to Foshan, changed one of the 4 cosmetics stores in Baihua shopping mall to 10 yuan jewelry store, and invested 100 thousand yuan. In Foshan's most prosperous Temple Road, she opened a more than 50 square meter 10 yuan jewelry shop.

The fashion women in Foshan soon discovered that the same thing sold for 18 yuan in boutique and only 6 yuan in Ye Guofu's 10 yuan store.

Many people walked into the 10 yuan shop saying the first sentence was: "ah, ah, so cheap!" the exclamation of the consumer inspired Ye Guofu. In November 2004, he founded ah Ya jewelry company and renamed the 10 yuan shop as "ah Ya".

Small role seeking the world

At the end of 2004, Ye Guofu met Zhang Huan, executive director of Shang Dao marketing planning company.

The whole day's deep talk led to Ye Guofu's big view of the industry.

At that time, the jewelry industry could be regarded as a separatist regime. Under the mode of investment promotion, there were no less than 10 brands in 200 stores.

Zhang Huan said that if he had done more than 200 stores in a year or so, he would quickly become the first group.

At 1:00 a.m. on May 1, 2005, the nine pedestrian streets in Guangzhou were extraordinarily quiet.

One morning is the marketing battle of May 1 golden week. Businesses are rejuvenation and waiting to fight for the first time.

On the whole street, only the lights of ah Ya lit up all night.

At 7:30 in the morning, when many businessmen were ready to start a busy day, they were surprised to find that the store that had not even hung up the cards last night, just after a night, came on the stage with the image of decoration and fashion.

That night, in order to grab time to decorate and shop, Ye Guofu only slept in the car for an hour.

After gaining a foothold in Guangzhou, Ye Guofu began to prepare for investment promotion.

He contacted more than 50 ornaments and cosmetics manufacturers around Guangzhou to supply them for her.

Yang Yunyun, a buyer, was responsible for collecting the latest styles of accessories and cosmetics.

Dare to react first.

In July 2005, two months after the formal investment, ah Ya has developed to more than 30 shops.

At that time, people thought jewelry chain was only a small business, and few people would like to ask for celebrity endorsement.

Ye Guofu believes that fashion is also the carrier of fashion, clothing and accessories have a lot in common.

The fashion industry can ask celebrities to speak for themselves. Why can't the jewelry industry be able to?

In August of that year, he signed Hongkong movie star Cherrie Ying.

At that time, Ye Guofu's working capital was only about 1000000 yuan, but he paid 60% of his endorsement fee.

Fortunately, ye Guo Fu was right.

Celebrity endorsement highlights the strength of ah ya, its popularity and reputation has been significantly improved.

In 2006, the number of shops reached 400.

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Ye Guofu gradually came up with a differential competitive strategy: people without me and people who dare to be first.

In order to let the franchisee accept the new products quickly, Ye Guofu put forward a rather "tough" plan: "headquarters weekly delivery of 1000 yuan new products to franchisee trial sale, each product does not exceed 5.

After that, franchisees can enter the best selling style again.

Even if there are unsalable models, four or five products will be sold out. "

In the next two months, the new product is only 7 days from being discovered by the buyer to the customer.

The new product is launched once a month, once the same customer enters the shop once a month. If the new product is launched once a week, the same customer may visit 4 times a month.

This has greatly increased passenger traffic and promoted sales.

Whether or not the fashion industry, which is very fast in the upgrading of products, has the ability of quick response, which almost determines the life and death of an enterprise.

How can we speed up the rapid response of one person to the quick response of the whole enterprise?

Ye Guofu thought twice and decided to use the fine.

"Only economic punishment can make people fearful."

No economic loss, repeated discipline is difficult to put in mind, fines can help people develop a habit of conscientious and responsible.

Since then, ah Ya has owned a disciplined and disciplined fast response force.

In 2009, there were more than 2000 stores, and the total retail sales exceeded 1 billion 200 million yuan.

Now, the 33 year old Ye Guofu has extended the track of AlAs to a wider world. The distant sign says: the global jewelry chain champion.