Fan Yongru: Exploring Business Opportunities From Small Accessories

Fan Yongru, from the Northeast countryside, has to drop out of school because his family is too poor to afford tuition fees.

Ji Mo: "bought many kinds of bracelets, necklaces, this kind of cheap Han Guoting, I brought some back, when Fan Yongru came to me. After coming, I said you were pretty and pretty, and then I gave you more of these things. As a result, she picked a lot.

I want to scatter it to many friends. She picked so many at once. I said I was reluctant to part with it.

At that time, Fan Yongru took her little jewelry to work with her every day, and soon found that she was interested in these trinkets.

Fan Yongru: "when the customer saw me, he said," this little ornament is beautiful. Where did you buy it? I thought it was also a business opportunity. If I want to find these trinkets, and then I will sell them myself, I will say that other than this job can earn wages, I can earn some extra money. "At that time, I called sister Ji, and I said," can you find the source for your little ornament? "

She imported two thousand yuan of Korean ornaments from Fan Yongru, a Korean city in Weihai, and sold them in clothing stores.

When the first sale was sold out, Fan Yongru found out that she had made money.

Fan Yongru: "I remember very clearly. Besides the cost, I also made 2000 yuan, and then I was very happy. Then I took 2000 yuan, and I ran out and ran to the overpass. Then I looked down to see the car coming to Beijing. There were many cars in the city. Then I was thinking that one day sooner or later, I would have a car that belonged to me."

After doing so for half a year, fan Yong saved twenty thousand yuan. The small ornament business of Xiaoli Li made fan Yong decide to open a shop himself.

In August 2000, she borrowed twenty thousand yuan from her family and opened her own jewelry store beside China Agricultural University.

Fan Yongru: "always want to be their own boss, can not be said to work for others, when I work for others, I also feel uneasy, I think that one day I must be my own boss, and then I said," it was very good to be a boss at that time. Every day, I was so happy and happy that I didn't know that I was tired for 3 days, and I didn't know how tired I was, and I didn't know that I was tired, I didn't know I was hungry, but I was very happy. "

The happiness of being a boss is not over, and Fan Yongru can no longer enjoy it. The first month, the total turnover of the shop is only two hundred and thirty-two yuan, and the rent for a month is just a few thousand yuan.

Why is it that the little Trinket that has been selling well is nowhere to be seen now. Where is the problem?

"Like our products, it's also fashionable.

Student: "we are all consumers, are still at school, all the money used by mom and dad. I don't think I can afford to buy anything that is so good that I can't afford to buy it."

{page_break}

Find the reason, Fan Yongru hurriedly adjusted the management idea, she changed to Yiwu to purchase, to run the product below ten yuan, and expanded the scope of business, in addition to accessories, but also selling some school supplies and daily necessities, but business is still no improvement. After running for over a year, Fan Yongru found that she really had no money to pay, and in October 2001, she planned to close the shop.

At this time, Fan Yongru's shop came to several students, one of whom often visited her, but rarely bought anything.

Now that the student has become her regular customer, we have found this student under her recommendation.

Fan Yongru said that it was the student's inadvertent remarks that made her see a bit of hope.

Student: "her boss always asked me when she said that when you came, how did you choose your classmates every time, your classmates did not choose you?" I said, "I don't agree with you here. I can't choose what I like. Even if it's cheaper, I can't choose."

I said, because I was in the south, and those classmates in Guangdong, our classmates went with me to pick them. They did not choose the right ones. Our favorite ones were more elegant.

Fan Yongru: "how can I forget this? Because I am a northerner, and my eye is stocking. It must be taken by the northern people. How can I ignore the difference between the north and the south?"

With the idea of fighting with every beat, this time, every time she chooses a variety, she consciously carries out the shipment from color and style.

Fan Yongru also pays attention to discovering new things that are not expensive and have not been in the market before, so as to cater for students' pursuit of novelty.

Student: "after a while, she went into the goods. I went to have a look at it, and saw that she had introduced it. She said it to me. She said," how did she do? "

Ji Mo: "when a friend wants to get married, I say something to her. Suddenly I think of a movie" left to right "when I saw it. It was very touching. Later, I got a lot of frames and something. I also saw that kind of stuff. Later, I said," buy some of the couple's craft gifts and small gifts, then send it to her, then suddenly thought of fan Yong, she later opened this shop, I said her shop to look for these things. "

On one occasion, Ji Mo did not find lovers gifts disappointed in Fan Yongru's shop, but it made Fan Yongru see another business opportunity. She felt that besides small accessories, she could operate some gifts under ten yuan according to the consumption level of students, including lovers' gifts.

In order to sell these sweethearts, they have to get their brains out, so Fan Yongru first investigates her customers and sees what they need when they buy gifts.

{page_break}

Customer: "usually I prefer a little personality, which is more personal, that is, there are not many similarities."

In response to the needs of customers, Fan Yongru Limited sales to some of the couple's gifts.

As a result, she found that her product sales did not drop, but went up.

Fan Yongru: "sometimes optimistic, hesitant, think about two days and then buy two days later, there are such customers, but if I have such a limited sales, it will definitely give her a kind of psychological, that is, after I saw it, I do not hesitate, I hesitate to buy next time, maybe we will give her a kind of consumption psychology, so it can definitely make my product sell better."

Fan Yongru's fashion business is becoming more and more smoothly. In the second half of 2003, she opened three branches in Shijiazhuang, Yueyang and Fuyang. She hoped that her jewelry store could be opened all over the country.

But it was not enough to rely solely on her own economic strength, so she began to face the national investment.

Fan Yongru: "to do business, we should pay attention to 42 points. First of all, that means less investment in the early stage and then get the highest profit."

In 2004, Fan Yongru's career went to a new level. She first built her own factory in Yiwu, Zhejiang.