Ye Guofu: Ah, Ah, To Become The Next "QQ".

Ah, ah, Beijing's front gate flagship store.

It is such a company that sells "street goods", but it achieved a total retail sales of 1 billion 800 million yuan last year, with a gross margin of around 40%.

Behind it is a huge line of nearly 3000 stores.

"Globalization and localization are very ingenious. We are all catching up."

At this moment, the Pearl River Delta, which has been built up by strong manufacturing industry, is experiencing the throes of pformation.

Ye Guofu LED

Discussion guests:

Wang Hui: executive director of CDH venture capital

Sun Xiong: President of Guangdong Chain Industry Association

Lin Ting: Managing Director of Qingyun Venture Capital Co., Ltd.

Ye Guofu: ah, jewelry chain Limited by Share Ltd Chairman

origin

The escalation of consumption brought by 800 million people into the city has spawned all kinds of consumption. The original street business of one or two yuan has grown into an industry in the process of rapid flow.

After seeing the huge consumption ability after 80 and 90, Ye Guofu made efforts in the 04 and 05 years of jewelry chain stores. By copying the "fast fashion" mode of ZARA and H&M, he quickly became a "fast fish" in the industry.

The sharp smell of the buyer team urged the weekly distribution speed, ah, revitalize the online more than 7000 jewelry manufacturing enterprises "stragglers", and became a channel Big Mac.

However, behind the scenes of Ye Guofu is Taobao, fan and other online shopping mall. They also play the banner of "fast fashion". With the favor of the new generation, they are starting to compete in the "jewelry" market.

And the channel operators, who are holding the line under the control of ah ya, are also beginning to attack the "online" attack, and a sudden war that hits the ground will soon be on the verge of fire.

Ah, ah, the start and pformation of South of the Five Ridges businessmen is all about the color of the floating and breaking of the businessmen in south of the Five Ridges. The beginning of "fast fashion" has broken away from the low-end production mode and created today's alas, and how to continue to occupy the commanding heights and create new heights in the Internet age is not only a question to be pondered, but also worth the common consideration of the contemporary business community.

In this issue, the Nanfang Daily invited academics and venture capital circles to share brainstorming with Ye Guofu.

case

Ye Guofu's rise is full of legends and hardships of the southern boss.

In 1998, he went down to start his own business and became a small celebrity salesman.

At this time, the surging wave of urbanization in China has stimulated the rapid growth of the consumer market. No one had ever thought that a "roadside business" with a head flower and a comb would soon rise.

"So many 80 and 90 after the influx of cities, with a certain amount of income, naturally sprouting the need to integrate into the trend, where to start? Starting with this little bit."

In 2004, Ye Guofu saw the business opportunities in the jewelry industry. However, at that time, there were no less than 10 brands in the 200 shops and above scale. In North China, central China, Southwest China and Guangdong and Guangxi, they had their own strong regional brands, and the competition between them was red bayonet.

Anyone who can get out of this competition will see who can identify the context of the industry.

"Design, speed, price, flexibility and scale can not be reduced!" ah, soon established the idea of "fast fashion". At this time, the ZARA and H&M trend has swept the globe, but no one has ever pplanted it to the jewelry market.

"In our view, cheapness is a strategy. Behind these one or two pieces of money is the pursuit of beauty by customers. Young people's demand for innovation and change is the key to speeding up the market." compared to clothing, relatively inexpensive accessories are a typical commodity of fast fashion. "Ah," Wang Yong, director of brand, told reporters. "Because of the low cost, many girls can even pursue a daily one. Our business is growing in this continuous stream.

As the key to design and speed, the buying team of ah Ya has been growing continuously, and now there are more than 100 people, all over Asia, looking for classic models, and then quickly making the more than 7000 jewelry manufacturing enterprises offline, so as to get rid of the stereotype of production, and lay a great deal of channels and brands. Ye Guofu said the effect of this move was "immediate": "soon, our distribution speed exceeded our competitors. According to the latest data, the average monthly update of goods was 4 times, with nearly 5000 products coming out every year, and the average speed of the industry still remained at about 2000 yuan a year, and the advantages of it can be imagined."

However, "the world's martial arts, invincible, only fast and not broken", with the "fast fashion" sweeping the rivers and lakes, the next step is to face the same "fast" winning network operators.

At the beginning of the year, VANCL officially launched the jewelry channel with the "Internet fast fashion brand".

At the same time, more industry grapevine said, "pig raising" Ding Lei also sniffed the "fishy smell" in the jewelry market, and is embarking on the acquisition of several Italy free brands, ready to sell jewelry sales, and to open up the B2C market which has never been able to encroach on, and enrich its network products.

"To tell you the truth, jewelry is really suitable for buying online. It is relatively cheap, but it has a very high demand for styles and categories. The unlimited space of the Internet provides a good browsing experience."

An industry analyst thinks that it is not surprising that Internet operators enter the jewelry market. "In terms of updating speed, the speed of online stores has a strong advantage compared to stores."

In his view, a top-down impact is inevitable.

At this time, ah Ya is also actively opening up the network sales platform. "Entering the online market is the goal of our two undertaking. At present, we have opened up our flagship store on many platforms of Le cool days, but this is only the first step. We have huge resources under the line. The development of the online market is for us to revitalize the offline resources."

After the opening up of the online market, we can not only complete the layering of products, but also facilitate the implantation of multiple services. Our ultimate goal is not a short answer channel, but a value-added service provider.

"For example, who is it?" asked the reporter.

"QQ!" Ye Guofu smiled at the little penguin that stirred the Chinese Internet.

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Case discussion

[Topic 1]

How many companies can "turn around" and "fast company"?

Sun Xiong: consumer industry "fast" surges, the channel is king has become a consensus.

In pursuit of the "fast" business model, ah ya did a good job. Once again, with the rapid expansion, many enterprises told the truth of "channel is king". Now more and more Guangdong enterprises are beginning to realize the importance of channel construction.

Among the top 50 Guangdong chain enterprises that we have just selected, more than 20 of them have been franchised to accelerate their expansion, and this "boom" has been on the rise for a long time.

As a traditional manufacturing province, many enterprises in Guangdong have focused on foreign trade and lagged behind in the construction of channels. Therefore, the products are good, but "fast" can not rise and development is limited.

Nowadays, many manufacturers have realized the importance of the channel, and have begun to take the initiative to force the terminal. Especially in Dongguan and other places, a large number of garment and bag enterprises have been pformed.

Besides, ah, YISHION, pop beauty and BELLE are all the best in the "fast" tide, which fully shows that Guangdong has a basis in this field.

In recent years, we have also found that this form of organization is being increasingly recognized by SMEs.

Wang Hui: consumption upgrading helps fast enterprises, but mastering core competitiveness is the key.

The background of the emergence of "fast fashion" in China is the upgrading of the whole domestic consumption. The international consumption will be divided into several large blocks. The first big block is guaranteed consumption, accounting for 30%. The second part is education and medical treatment, the two will also account for 20%~35%, and the third space is mental consumption.

Ah, "fast fashion" obviously benefited from the pace of consumption upgrading. As one of the smallest categories of clothing, it can support such a large market, indicating that domestic consumption is starting.

However, behind the "fast" should be the mastery of core competitiveness.

In the age of ZARA and H&M, many enterprises have taken the same road, but why do they kill them? Because they have a strong design team and have led the fashion trend, so their status today is largely due to the support of this "core competitiveness".

"Fast fashion" enterprises enter the threshold is not high, the development momentum is very fierce, but if we do not pay attention to the cultivation of core competitiveness, we are bound to be surpassed.

Lin Ting: the "fast" mode is more suitable for business enterprises, and the pformation of production enterprises is difficult.

The channel's popularity is actually the embodiment of China's current economic situation. Production is gradually overloaded and consumption is rising. Therefore, commercial enterprises who are good at developing channels and platforms have greater advantages.

Guangdong is keen on exports. Therefore, the early and middle stages of reform and opening up have been developing rapidly. Nowadays, pformation is a trend, but it is not easy.

Laying a channel is actually a very difficult matter. It involves not only time and manpower cost, but also the whole development idea.

Alas, starting from a commercial enterprise with light production and heavy channels, it is easy for a production enterprise to copy this pattern. It is not easy to start from the team building and restructure.

Ye Guofu: "fast fashion" has a huge space for development, and industry standards need to be synchronized

Ornaments are only a miniature of the whole "fast fashion" industry. The consumption upgrades of China's huge two or three line market have just begun, and the expansion of the whole market has a very big prospect. We hope more participants will come in to make this piece together.

Shandong's Qingdao and Zhejiang Yiwu want to build an industrial cluster around the jewelry. Any tiny part of it will grow into a new market.

Only in the process of rapid development of enterprises, we must pay attention to good industry norms.

The development of many chain enterprises in the past is good, but because of the decline in control of the channel, it has caused a vicious development and the whole enterprise has collapsed.

We are also in the pition period. We attach great importance to this issue and hope that this will arouse more attention from "fast" enterprises.

[Topic two]

"Fast fashion" to win through online channels?

Wang Hui: online merchants are strongly eroding the offline market. It is difficult for offline companies to open up internet businesses.

The offline market's expansion to the online market can be said to be a theme of two years. Why? The erosion of the online market is too great. Ah, the small ornaments that start up have the natural attributes of convenient online sales. For example, I set up a shop on Taobao to design card issuers. My product updates faster than you do. At the same time, the unlimited space of the network also meets the needs of consumers for product diversification, and their target audience is a group of consumers who are most enthusiastic about online shopping. This kind of pressure can be imagined.

And the logic of offline expansion is not a system at all. In such a case, it is hard for the offline enterprises to hold large amounts of resources, but it is difficult to realisk. Next, they must start from many basic links such as team and development mode. Whether they are relying on large B2C websites or self built platforms, they have a long way to go. Indeed, it is "the two venture".

Sun Xiong: consumption experience is the advantage of stores, providing value-added services is the key.

At present, the momentum of online sales is very fierce. Many enterprises have begun to try online shopping mall mode, one is by means of their own online stores, and the other is to rely on third party platforms, such as Taobao, which also conforms to the trend of consumption.

However, in my opinion, offline stores have their own advantages, and they must not be neglected in development. For example, you buy shoes, buy clothes, or try to wear them most appropriately. Here is the ingredients of consumption experience. Many consumers take consumption as an experience, and happiness here is not an alternative online.

At the same time, offline enterprises can make their own advantages in doing Internet business. A large number of offline stores may weaken their functions in the future, but they have natural advantages in providing various services. By exploiting product value-added services, they will be able to make the advantage of "double line interaction", so the stickiness of products will be greatly enhanced.

Lin Ting: online and offline have their own advantages, do not rule out a new mode of cooperation.

Now many Internet traders hope to enter the offline market from the line, and many enterprises want to expand the online mode. The two have their advantages and disadvantages.

However, I, as an investor, still prefer to be steady. Before going online, the company has a large customer base.

As for the jewelry business, the major Internet dealers are just beginning, but they live very well online, so the two sides are not completely competitive. They will not rule out a deeper cooperation mode.

Ye Guofu: the two venture has already started. Listing helps enterprises pform.

At present, the pformation has begun. The expansion of the online market is an important part of it. At present, the total number of members has exceeded 70 million, and the number of active members has exceeded 20 million. By the end of 2011, the total number of members will exceed 100 million, and the number of active members will exceed 30 million.

Our platform has already carried out cooperation with us not only with accessories such as paradise umbrellas, silk stockings, even Disney, SWAROVSKI and other high-end brand products, but our stickiness to customers is constantly improving.

The next step we need to do is to fully exploit the resources under the line with the help of the development of the online market. With the help of a large number of offline customers, we can cooperate with all kinds of enterprises in exchange for goods and services so that our customers can use integral consumption and even various value-added services.

At that time, online shopping is only a small part of online services. With the help of the customer integration system, our customers can continuously upgrade their services and enhance their stickiness.

We will introduce strategic partners in the second half of this year and complete the listing of A shares around 2013, so that the majority of investors and us can witness the strategic pformation.