Li Yan: Wealth Story On Pillows

In 2001, Li Yan, a rural girl, came to work in Guangzhou from three village of Anguo, Hebei. She met Rao Zhangyi, a local boy, and talked about love. However, the relationship between the two people was strongly opposed by her mother.

Li Yan: "because I am from a village, and I have no diploma, I do not accept it. It is impossible to say it to my boyfriend."

Li Yan: "at that time, I spent hundreds of yuan to buy a lot of gifts and supplements. When I was confident enough, I said I had to perform well.

After going to his house and knocking at the door, his mother was watching TV on the sofa. I called the auntie good, but his mother went back to the room immediately, and she ignored me.

Boyfriend: "no words, no words. I can't understand her. I can't understand her."

Mother refused to contact Li Yan, which made the two helpless.

Li Yan: "this feeling is my first feeling, and it is very real. I don't want to give up.

And we have a good relationship, and my boyfriend agrees. "

Just when Li Yan felt helpless, her boyfriend told Li Yan that her chance was coming.

Li Yan: "one day, my boyfriend told me that his mother was going to have a birthday."

Birthday gift pfer

For birthday, you always have to send some gifts. What can you give them? For this reason, Li Yanzhuo has been grinding for a long time, ordinary cheap things, afraid that the other side can't see them, and the expensive ones can't afford them. The way to do it is to send a special gift.

That day, after coming out of a household goods shop, Li Yan Ling moved and had an idea.

Li Yan: "I remember my friend told me that his mother had high blood pressure. I always thought, because our hometown is a medicine capital. I grew up in medicine. I know that gypsum has the effect of cooling blood and startled, so I want to make a pillow with plaster."

For this reason, Li Yan went back to his hometown to make a cast pillow and bring it back to Guangzhou.

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Li Yan: "at that time, I made such a pillow, such a plaster pillow, which is made of plaster material."

It is this special gift that let Rao's mother discover Li Yan's advantages unexpectedly.

My boyfriend told me to give me a gift. This is the plaster pillow. My son told me to try it in the evening. My son said she was stitched up with a stitch. It was not easy for me to listen to it. Now girls can't do needlework. She can do needlework. I feel that her mind is fine.

I don't know if it's the efficacy of the plaster pillow, or the mother of Rao's home was moved by Li Yan. Soon after, she volunteered to invite Li Yanlai's family to be a guest. She also asked her to make some plaster pillows and give them to her good friends.

Li Yan was finally recognized by Rao mama.

Li Yan: "of course, I am very proud of myself. The relationship between the two people has been confirmed and stabilized, but I also think that his mother needs such a pillow. How many people need such a pillow? I think there should be a big market for this."

Hebei Anguo is known as the "medicine capital". Li Yan, who grew up in medicine all over the world, has not only been exposed to traditional Chinese medicine for many years, but also learned Chinese medicine knowledge in schools. Making health pillows is not difficult for her.

This idea made Li Yan very excited, but she did not expect that because of this idea, she and her boyfriend had the first dispute since they met.

One eye and one eye

Li Yan's boyfriend Rao Zhang Yi said: "at first, she said she found a business opportunity and felt that this could be done. What business opportunities could I say, could be done, so mysterious," she said, "you went with me."

She said I would take you to the market.

I said, "I'm not going. You didn't tell me anything. Later, she said it's this pillow."

Li Yan: "he said pillows, the market is everywhere, we open this shop, there is nothing to do."

Rao Zhang Yi: "I said this pillow is sold everywhere," she said, "can you see that I sent your mother this, there is no market."

Under Li Yan's insistence, after a month's work, two people go shopping together every day after work.

Rao Zhang Yi found that Li Yan did not find such a pillow in the market. He not only decided to develop the market blank with Li Yan, but also persuaded his mother to invest one hundred thousand yuan for them.

At the same time, Li Yan searched for twelve kinds of folk health care pillows from home, and brought back dozens of herbs that might be used.

Li Yan: "these big bags of medicine, I was back from my home at that time, and it was hard to carry on my back. At the time, I was a girl. When I left the train, I said it was coming down quickly. I was in a hurry. I could not carry any of these bags, but there was a good man who was not bad. He said," I'll carry it down for you, or the train will soon be open and help me to carry it down. "

Trial Implementation

In 2003, Li Yan's first pillow shop was finally opened. This fresh shop attracted many customers, but there were many people who bought it, but no one bought it.

This let Li Yan puzzled. On the sixth day of the business, a customer came to the shop. A sentence made Li Yan suddenly wake up.

Li Yan: "when he comes to a client, he looks very carefully. I take the initiative to ask him, why don't you buy it?" he said that now he sells so many pillows, he told me that his pillow is good, you also said your pillow is good, did not say that his pillow is broken, what do I believe in your pillow, is this function? "{page_break}

The customer could not buy the real material, and the discovery made Li Yan improve his sales method.

Li Yan: "isn't there a health function in it, it's some medicine, this is a medicine bag, you can smell it, smell it, have a taste, isn't it?"

They say that "hearing is false, seeing is believing", so that customers can see it in their eyes, hold it in their hands, and smell the smell of medicinal herbs, so it is easy to sell.

Li Yan: "customers need some intuitive effects to see some real things before they buy them, so I consulted with my boyfriend, wrapped them in a pparent pouch, and pasted up the names of the drugs, so that the customers came, what kind of pillows needed, what drugs they needed, and I showed them to him one by one, so that he could see them."

Li Yan: "this is the stuff we fill."

Customer: "all pillows contain these medicinal materials, or there is a pillow inside."

Li Yan: "it is targeted, like what you just said about sweating, to mom and Dad, this is the kind of sweat."

The display of medicinal materials in the Ming Dynasty, using people's knowledge of traditional Chinese medicine, Li Yan's health care pillow easily won the recognition of consumers.

It was these pillows that sold nearly six thousand in 2003 alone, bringing Li Yan nearly 800 thousand yuan in revenue.

However, let Li Yan's business expand more rapidly, is a nearly forty year old mother, under the leadership of Li Yan, we came to Ms. Lin's home.

Sincerely listen to the voice of customers.

Li Yan's customer Lin Lin: "at that time, because of the children's face are all eczema, prickly heat, because the weather is humid and hot, there is no pillow for children to sleep at home, listen to friends said there opened a pillow shop, so went to have a look."

It was a rainy day on the day when Ms. Lin went. According to experience, the people who entered the shop at this time were always the ones who took shelter from the rain. Li Yan thought she was also coming to shelter from the rain. At first, she did not take the initiative to greet others.

Li Yan: "at first, I thought she was hiding in the rain, and when the rain stopped, she would leave, but it stopped raining outside. She was still looking at my pillow carefully. I went up to her and asked her," what kind of pillow do you want to buy? "

It is certainly not Li Yan's intention to leave the customers behind. She immediately changed her attitude and offered to introduce Ms. Lin's product to her customers, Lin Lin: "do you know if she has a baby's pillow that controls eczema or prickly heat?" Li Yan

Li Yan: "baby pillow, I do not have a baby pillow, then she stopped talking."

Li Yan's customer Lin Lin: "at that time, I was very disappointed, that is, you have a pillow shop, even a child's pillow is not, I feel very disappointed."

Since at the beginning of their own business, they set the goal as "customer satisfaction is the top priority". Li Yan certainly did not want to disappoint any one of the customers. She volunteered to see the children's situation at home after work, and to make a baby pillow for her by herself.

Li Yan's customer Lin Lin: "I probably didn't believe it very much at that time. I asked her if I said you made it. I was afraid it was too expensive, and asked her how much it was."

Li Yan: "I want to charge 50 yuan if I want to charge, when I bit my teeth and said 50 yuan," said the elder sister, "let me go and make it for her."

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Sewing baby pillow, in addition to the size and shape of the appropriate, for MS Lin, it is more important to alleviate the child's prickly heat.

Li Yan found medical books, made use of materials made from mung bean peel, Qing Zi Zi, millet and other heat clearing and dampness removing materials, and made five pillows by hand, and sent them to the door for Ms. Lin's choice.

A month later, Ms. Lin and Li Yancheng had good friends. Just now, her words touched Li Yan deeply.

Li Yan: "she said that all the prickly heat of my children are all good now. I am glad that you asked me for 50 yuan, that is, if you give me 100 yuan, I can give it to you."

Li Yan did not expect that the high price she had set out was still far below the expectations of consumers, which brought her new management ideas.

Li Yan: "different people, the pillows he needs are absolutely different. Every pillow needs different functions, I think."

Find ways to find talents

Xu Teying, a pharmacist of a Chinese medicine hospital in Guangzhou, was invited to the factory in early 2004 by Li Yan.

Technology director Xu Teying: "in the past, we focused on the health care of the elderly, and we continued to make some of them, like lavender,

Student pillow, driver's pillow, incense pillow, pillow pillow, from the original targeting at the middle aged and the elderly, and now aiming at all kinds of special groups, Li Yan's pillow business has expanded rapidly with the increase of varieties.

Li Yan: "flax and ramie are popular in Europe and America. I heard that it is very good. Can we use it on our pillows?"

Technology director Xu Teying: "flax and ramie I am also considering, they are rough on the surface, they are very uncomfortable sleeping, but recently the fabric has been improved, many clothes and underwear have been used, and our pillows should also be used.

But the appearance needs some innovative designs. "

Li Yan's boyfriend Rao Zhang Yi: "the appearance can be different from ours."

Xu Teying, director of Technology: "the appearance can be put together in small pieces, which is very popular like the square box. We can play a version."

Li Yan: "how much will it cost to design this way?"

Technology director Xu Teying: "not much, consumers should be able to accept."

Li Yan: "how much higher is the initial estimate than an ordinary pillow like ours?"

Technology director Xu Teying: "about 10% higher."

Li Yan: Yes.

In two years, Li Yan opened four stores in Guangzhou and Xiamen. At the same time, her feelings with her boyfriend were also increasing. At the beginning of 2005, she finally said two words that she had been expecting for a long time.

"I asked them to do things earlier and become a family."

Originally thought that two people will be happy to promise their own request, the two answer to let Rao Mama disappointed, the two decided not to marry for the time being.

Li Yan's boyfriend Rao Zhang Yi said, "the money I gave to my family at the very beginning was the money that I was going to get married, but in order to do this business, we set aside the marriage first."

In 2005, Li Yan and Rao Zhang Yi shifted their attention to the northern market. Although they knew that they had to bear the pain of Acacia in the north and south, in March, they made up their minds to take the 500 thousand yuan to get married and buy a new house to Beijing, and began a new journey in the north.