From Self Pocket To Annual Sales Of &Nbsp Billion; A Dealer'S Struggle Myth.

Dramatis personae:

Zhi Zhi (general manager of Beijing Fei AI Jia Trading Co., Ltd.)

Sales tips:

He is good at seeing the wind and steering the boat, watching the trend, and occasionally the sword goes sideways.

Ten years ago, Chinese people had almost no concept of sewing machines for new household clothing.

This is the growth of an enterprise.

Had been mistaken for "traffickers" company

It's not hard to imagine the embarrassment of recruiting sewing machines in 2000.

In order to persuade candidates to believe in the market potential of this product, the way to take care of the product is to take the first day's interview and to take people from Beijing to Zhejiang on the second day to visit the modern large-scale industrial production of the leap Group. This "boldness" really scared away many candidates at that time, and naturally mistakenly regarded it as a "trafficker".

However, in the course of the visit, the applicant learned that Qiu Jibao, the chairman of the group, had the entrepreneurial experience and spirit of struggle, and began to have confidence in the product.

The story of the Swindlers Company is a joke today, but it is also hard to see a road that no one has walked.

The most urgent task is to change people's inherent impression and renew their ideas.

Soon after, the love family opened the first store in Wangfujing, love home sewing art.

Shop decoration is very fashionable, very avant-garde, furnished with a large number of old sewing machines, old iron.

Thick sewing culture attracts tourists to stop.

Of course, for such a familiar and strange household appliances, more people just come in and have a look.

Even so, the medical staff and the staff are very excited. They are not afraid of buying without any chance to introduce their products to customers.

Now, chagu clearly recollection that the Wangfujing store sold two machines in the first month, though very few, but it is an epoch-making "two machine".

After all, the cost of Wangfujing's "love home sewing art" concept store is too high.

Buy your own products yourself.

Since 2002, Beijing has focused on selling its business to the whole country, Guangzhou, Shanghai, Shenzhen, Chongqing and Tianjin.

The booth is bigger and bigger, but the traditional channel is still unable to satisfy the doctor. He hopes the terminal can go deeper.

Germany's frequent orders of 200 thousand or 300 thousand units from the leap Group attracted his attention. After investigation, he found that sales in Germany were mainly through supermarkets.

For example, a German supermarket heaped up 300 sewing machines during the Christmas season, giving out time limited advertising and even selling miracles selling tens of thousands of units in an hour.

Indeed, there are not many people in the country who are shopping in the mall, and fewer people are able to shop on the five floors or above.

So they flew into the big supermarkets and moved to the supermarkets. The emphasis was on efficiency. Every space had clear unit output. If sales were not up to standard within the specified time, it would be expelled.

A large proportion of the customers in the stores and shopping malls were foreigners or people who lived abroad. But the consumers in supermarkets are different.

At first, there was no demand at all, but in any case, the position could not be left behind, so he sent people to buy their products, and they pushed the flying sewing machines for a few laps in the supermarket, only to make some people see the products that leap home.

It is well known that it is the product and market that can make consumers contact with products.

In the 2006 and 2007, the sales of love home in shopping malls and supermarkets have basically stabilized. The inspection has extended to the second tier cities, Ningbo, Nanjing, Qingdao and Shenyang.

Nearly 180 stores all over the country.

As of 2006, the annual sales volume of love family has reached a leap from hundreds of thousands to tens of millions, such as the name.

TV shopping and Internet become new engines

With the rapid development of society, people's consumption patterns are changing. Especially in the past five or six years, new shopping platforms are surging, and everyone's life style has been shaken.

Many enterprises are aware of the situation and follow the trend. But Zha Zhi firmly grasped every opportunity.

In 2005, Leo loved home and began to cooperate with CJ TV shopping in China.

What caught him by surprise was that the first broadcast of the program triggered the blowout of sales, and sold 800 units in half an hour, and the supply of goods was in short supply. The purchase of Orient CJ went straight to the leap Group for supply.

Through TV shopping, only Shanghai can produce nearly 8000 units in a month. As the TV shopping channels of major TV stations across the country follow up one after another, selling tens of thousands of stations a month is no longer a problem.

From the central government, we can see that there is no problem in China's market and the channel is very important.

By 2008, some individuals will be able to buy hundreds of machines directly from the love home, so they will go to Taobao to open their own shop.

At that time, there were many shops selling sewing machines on Taobao, but at that time, the market seemed to be out of control and the prices were chaotic.

Although there has been a time lag with the rise of e-commerce, it has leaps and bounds to love the family, calm down and fight, concentrate on its efforts, and successfully seize the network heights.

First of all, flying lovers signed some online sellers, unified supply and unified price, making the network market rational. Secondly, they also cooperated with some mature e-commerce websites, such as Dangdang, excellence, Jingdong, etc. then, at the end of last year, the B2C website "love sewing online" was launched.

The Internet is a broad concept. It can also subdivide many markets, such as the popularity of new micro-blog, and no escape from the rule of law.

Now the company's internal business and management have been pparent and fast on micro-blog, and micro-blog is trying to "micro-blog marketing".

With the convening of "12th Five-Year", the inspection and treatment will also lead the leap home to expand the strength of franchisees, and further penetrate the sales network into two or even three tier cities.

After ten years of exploration, China's home sewing machine market is becoming more and more mature.

Of course, there are high quality "air sales platforms" such as TV shopping and Internet. But sewing is after all a highly technical process, and requires more "grounding services". The pition from selling products to selling services is the general trend.

Franchisees are more convenient to communicate with consumers face to face, and provide value-added services and follow-up services to consumers.

Postscript:

Through this interview, the reporter seems to have found the reason why the AI family company can stand out in the "China Top 50 distributors of sewing machinery industry".

As the leader of leaping love family, Zha Zhi's mind has always had its own clear marketing ideas, firmly grasp the terminal does not relax, not only cling to the pulse of the times, but also at the same time do their own rhythm steady and steady, so as to build a three-dimensional sales network.

More importantly, this team is always thinking and practicing.