Billionaire Su Mu Qing: The Way To Create Wealth Through Differentiation Of Stones

Founder

Su Mu Qing

"Stone" sells not only stones, but also cheap and fine jewelry.

This real stone ornament from Taiwan.

Shang and Jia

Urbane of billionaires

Su Muqing is 55 years old, gentle, wearing a simple clean white shirt, looks less publicity but a little personality.

Although he was already a billionaire, he wore only an ordinary crystal worth four hundred or five hundred yuan, without any carving and inlaying.

Shang Dao

Relocation from Taiwan to mainland China

The birthplace of the story of the stone is in the rainy suburb of Keelung in the north of Taiwan. 3 farm boys opened a small living room for jewelry processing.

In 1983, the 27 year old Su Mu Qing ended his 12 years of military career and returned to his hometown. He planned to devote himself to education. However, his bachelor's degree in business administration, which he studied in National Cheng Kung University during his military service, injected him with energy to create the foundation.

Su Mu Qing hesitantly stepped into the jade workshop which his brothers had worked hard for ten years, and soon learned the huge business opportunities hidden under the traditional mode.

He implemented the first "strategic alliance", introduced the modern marketing concept into the old gem industry, and founded the "Taiwan Yuan Yi Jewelry Co., Ltd.", which is the predecessor of the "stone record".

In a short span of 3 years, the circle of Arts has already reached the first throne of Taiwan in the gem world. But by the end of the 80s, Taiwan's bubble economy has become increasingly apparent, and inflation and prices have gone up.

Su Muqing's first workshop on the mainland is located in Yantian Town, Dongguan, with an area of less than 1000 square meters.

With the use of raw materials, Guangzhou circular art has developed from the first dozen to more than 100.

In 1993, the third year of the establishment of Guangzhou round art, a large factory area covering 6000 square meters was completed in Huadu, Guangzhou.

"Buy fake, you cut my head."

In the first years of 90s of last century, because of the huge gap between the north and the south, the coastal area and the inland area, the "grandfather economy" flourished at that time.

This special phenomenon brings a lot of confusion to the Guangzhou round art, which is ready to open up the domestic market. Although the relocation was not long before, Guangzhou Yuan Yi began to establish its own wholesale point in Chengdu, Nanyang, Shenyang and other places, and the initiative was in the hands of all kinds of "misers".

The problem followed, and Su Mu Qing began brewing "brand + Chain" development path, directly facing the consumer terminal.

In 1995, Guangzhou horticulture made its first name for its own products, Yuan Yuan. In order to popularize its brand, Su Muqing traveled all over the great river of China and participated in exhibitions and exhibitions not less than 200.

In the streets of Xining, Qinghai, he personally directed the Hawking, and at 30 degrees Celsius in Harbin, he bargained with the local people.

At a jewelry exhibition in Qingdao, a lady bought a 100 yuan agate bracelet and sent it to a jewellery expert for identification. Jewellery experts heard that it was bought at 100 yuan.

They believe that the value of agate bracelet is at least ten thousand yuan, but in fact, Guangzhou Yuan Yi has turned jewelry into industrial products. At that time, many factories also used manual grinding round holes, which was slow and inefficient.

But Su Muqing introduced ultrasonic technology from abroad. One worker can make thousands of holes a day, and the cost is reduced naturally.

Mass production on the production line makes jewellery and jade prices more and more cheap. What Su Mu Qing wants to do is to make everyone enjoy his favorite jewelry.

In order to let everyone believe that "cheap and good goods", Su Mu Qing has issued a certificate for each piece of jewelry, a fake ten, or even a false one hundred yuan, 80 yuan to buy can pay 8000 yuan, "buy fake, then you will cut my head!"

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Ready to build jewelry theme pedestrian street

The name "Shi Ji" was not found in 1996. In 1997, it was officially registered as "stone record".

When he was traveling south, he heard a lot of people shaking his head when he heard that he was selling jewelry. "We didn't even have enough to eat and have money to buy jewellery."

In this way, "stone story" has been developing rapidly by selling cheap jewellery.

On New Year's day in 1998, the first franchised store chose the symbolic Nanjing as its starting point.

Instead of pursuing the high price of raw materials, Su Mu Qing makes jewelry. It pursues rich and varied shape design, and its products come from a series. Every style of jewelry can be made of different raw materials to achieve different effects.

In fact, this is catering to the consumption psychology of most young people in pursuit of change.

The stone garden, which opened in 2009, is another effort of Su Mu Qing, which has collected more than 10 thousand mineral collections from all over the world.

The name "Shi Ji" comes from a dream of Red Mansions. In the mineral garden of Su Mu Qing's stone garden, a piece of dream of Red Mansions has been specially developed, including the introduction of twelve pieces of Jinling, and a magnified version of the jade tablet made of fine jade.

"Tourism shopping is becoming more and more popular in our daily life. Many people do not like to spend money very often. Instead of traveling, they buy a lot of things.

The stone garden is now 10 times as much as the ticket revenue, and it is also ready to build a pedestrian street with jewelry theme, restaurants, coffee, bars and performances.

Su Mu Qing confidently said.

Business account

Encourage franchisees to set up more than 100 square meters of shops

The charge for joining the stone is 10 thousand yuan, and the deposit is 20 thousand yuan.

The establishment of boutiques requires 200 thousand yuan of self owned assets to prove that the first floor of 30 square meters above the street is independent and flourishing.

Shi Ji encourages franchisees to open more than 100 square meters of shops, because 1+1 is always greater than 2, a 50 square meter shop can sell 100 thousand yuan in 1 months, and a 100 square meter shop can sell $thirty or forty million.

But the two 50 square meters of the rental must be more expensive than a 100 square meter. A 50 square meter shop needs two salesmen, two in each group, 4 in total.

A 100 square meter shop does not need 8 salesmen. It is also two groups, 3 in each group and 6 in each group.

The national unified price of stone products is calculated by the price 40% for the franchisee's purchase price. For the unmarketable products of the store's stock, the "stone record" will be given the right to return the goods within a certain time and within a certain limit.

Shang Jing

Keep pace with the times

There is no single way to make money in business. When Su Mu Qing came to the mainland, he relied on human sea tactics. Now China is like Taiwan more than 20 years ago. Prices are soaring and human costs are rising.

The development of enterprises must be pformed. Before it was the era of individual commerce, we all went shopping in most stores. Now Shopping-m all everywhere, and then will enter the era of sightseeing and shopping. The proportion of tourism shopping in daily life is bigger and bigger.

Differentiated competition

You can't talk about intellectual property with Chinese people innocently. There is no "CopyR ight" here. We all take it for granted that "Copy is Right".

In the eyes of consumers, jewellery products are very similar, which requires constant innovation and differentiation.