Ye Guofu And Ah Ya'S Brand Achievement

13 to 26 years old, with a monthly income of less than 3000 yuan.

It is its target consumer group. How large can this group support its market share?

In the never seen Town, to the second tier cities with tall buildings, the roadside stalls and 10 yuan shops that sell cheap ornaments can always be seen inadvertently.

Although they never lack passenger traffic, few people can remember these shops.

The 25 floor of a building is located at ho Ye Plaza, north of Kang Wang Road. It is one of the three offices in Guangzhou.

Ye Guofu's office accounts for about 100 square meters.

He wore a half new shirt and sat casually on the sofa of the office, slightly tired.

After graduating from secondary school in 1998, Ye Guofu went to Guangdong from Hubei, Shiyan, Danjiangkou, with a woven bag.

At the age of 27, Ye Guofu made such an obscure business in Guangzhou, making a jewelry brand "ah Ya". Now it has thousands of chain stores with annual sales of over one billion.

In May 28th, he announced that he had invested $one hundred million in venture capital in Guangdong.

In the information provided to the media, alas described the investment as "the largest single business financing to date" in China's jewelry industry, and announced that it plans to land next year in the A share market.

Ye Guofu told the "entrepreneurial state" reporter, ah ah, the size of today's scale, there is not much mystery.

For chain enterprises, brand, training, logistics, these three carriages should "play well".

The last two items are also services for brands. "Brand is the management of consumers, logistics is the management of goods, training is the management of stores, chain enterprises can do this, and your brand will do."

He felt that the brand was the gate of life: "to make a good job (brand) can make money, so that we can feed our families and do poorly."

Occupy the market by joining

13 to 26 years old, and women earning less than 3000 yuan a month are the target consumers. 18 to 22 year old women are the core consumers, and the unit price is about 20 yuan.

Ye Guofu said that women of this age group are more willing to spend ten yuan to buy cheap fashion accessories.

"It doesn't hurt when you buy it. It's not a pity when you lose it.

What to do. "

Ye Guofu said it was difficult to describe the size of the market, but he felt that there were still many people in the society and small stall vendors, which represented a great demand for the whole market.

It's not like making cosmetics and facing countless brand competition: "so, I can play the greatest value in this."

Zhang Huan, the founder of Shang Dao company, a consultant who focuses on female marketing, has been a marketing consultant since 2006.

He recalls that in 2005, Ye Guofu was also in Foshan, where he made about 12 Direct stores, and also had the first chain store in Guangzhou.

The vendors everywhere show Zhang Huan that the industry has an immeasurable market.

At the beginning of his cooperation with Zhang Huan, he led his team in 3 months' Market Research in North, Shang, Guang, and Changsha, Qingdao and other cities.

Finally found that the entire jewelry market is very scattered, all belong to the self-employed business, no one enterprise regard it as a cause, brand to operate.

Zhang Huan remembers that at that time there was a jewelry store in Guangzhou, and did not see the power of scale economy brought by chain operation. One shop and one store were doing direct business, but only 50 stores were opened in five or six years.

At the time, the jewelry chain stores that had appeared at the time were dispersed in the ownership structure, and the shareholders' opinions were often ununified. Secondly, they were not focused enough. Many operators thought that small businesses such as jewelry could only be small and rich, so when they earned some money on a certain scale, they moved to the catering, clothing and other industries.

Under such an industry background, Zhang Huan said that the first "great strategy" was the large-scale development of franchised stores since 2006.

"No pursuit of single shop profits, only the pursuit of the number of shops, visibility, which has played a crucial role in the development of ah ya."

About a year or so, ah, ah, from the original 12 Direct stores to achieve the scale of 200 stores.

Ah, 90% of them are franchisees.

Ye Guofu believes that chain operations have different formats, such as ah ah, such a city brand, only to develop franchisees to occupy the market.

"Moreover, the efficiency of single store operation will be even higher. Franchisees will be self financing and have a stronger sense of responsibility."

"In the jewelry industry, our current scale is bigger than the sum of second, third, fourth, and now is a well deserved industry leader."

Ye Guofu said.

In 2009, ah Ya set up a joint stock limited company.

Zhang Huan told the "entrepreneurial state", ah, ah, in this year, we realized that we need to develop the agents to sink the channel: "it is not enough to make channels through the head office. Agents can expand the resources of local shops, contacts, teams and other resources, and they sink deeper than us."

In those days, a special training camp for "Cheng Cheng Yi" was set up to select a good agent to hand a city to them.

After developing a number of agents, the number of shops in this year has reached 1000.

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Channel sink to three or four line city

Ah, ah, committed to the "smile curve" ends, one end is product design, the other end is channels and services.

Production links are handed over to domestic factories for processing.

Alas, there are hundreds of suppliers, some in Guangzhou and another in Yiwu.

"The mode of light assets is because the technical content of accessories is not high and the added value is low.

We only focus on the most core links - products, channels and services, and use the core strength to the core.

Ye Guofu said.

To "start up state", "parity chain + fast fashion" is the business mode of Alai lock.

The so-called fast fashion, with ah Ya brand director Wang Yong's explanation is scale, speed, design, price.

Ah, ah, in Asia, Europe and the United States, some major countries and regions have buyers team, always pay attention to the latest trend of change in the world, the purpose is to keep the jewelry design at the forefront of the latest and most popular trend.

Its large design team develops tens of thousands of new accessories every year.

The fastest period of new product launch is 12 days, but the time period is shortened to one week. "This has consolidated and attracted a large number of new and old customers. Some old customers come to the store every week to see what new products are coming this week."

Besides the product design mentioned above, ah, another force is the channel.

In Southern China, central and southwestern China, the channel has been very strong and has done very well.

Wang Yong said that although the chain operation of AlAs is a route of rural encircling the city, it can open one or two stores in a small town with a population of thirty thousand or forty thousand, but it does not mean that its market space is only concentrated in three or four line cities.

"You see, there are many city villages like Guangzhou, which also have the growth soil of this business. Besides the first tier cities, there are three, four, and two line businesses outside the core business circle. They can always see some small stalls, which is the vitality of this business."

According to the investigation of this magazine, in a place like Dahua Road in Baoshan District, Shanghai, a store of 40 square meters is open. Apart from rent and shop decoration fees, the funds needed to be prepared are about 140 thousand.

The cost includes the payment of brand equity and performance bond to 19 thousand and 800 yuan (Tier One City), as well as the brand management fee of 300 yuan per month and the decoration margin of 3000 yuan.

A 40 square meter franchisee, the first purchase needs to reach 46 thousand yuan, the remaining money is liquidity.

Shopping malls, supermarkets, commercial streets, walking streets, industrial areas, colleges and universities, surrounding areas and residents' living areas are all the main places to recommend franchisees to open stores.

Where and where the storefront should be opened must also be examined.

"Our cash flow has been very good."

Wang Yong said, "because the franchisee order needs to fight money first."

If the goods are damaged in the logistics, because the price of the single item itself is cheap, the return will cost higher logistics and time cost. The solution is to compensate the total amount of the goods by 1%.

In 2010, I spent 15 million of my money on the ERP management system for the first time in the industry.

Ye Guofu said that the reason for spending so much money is simple: "a chain like McDonald's and KFC, the front desk is very simple, but the backstage is strong enough.

With the system on line, we can clearly know which items are good to sell and which are not selling well every day.

This will help us in product design and research and development. "

A few years ago, on the terminal display, Zhang Huan found that there were many fatal injuries.

The display of goods is chaotic and even stacked. There are no clear business classification signs in store display, no price indication boards, many commodity selling points are not prominent, rings, necklaces and perfume that need to be tested and cosmetics are not tested, most of them are packed with packaging shells.

Ah, for this reason, a series of exhibition standards and procedures have been set up, and a display department has been set up specially. Besides training, a checking mechanism has also been established.

"The essence of retailing lies in the different ways of retailing. The terminal is the last link to achieve the value of products.

Jewelry purchases are impulse buying, and few have pre planners.

They often go into the shop for a visit before deciding what they want to buy.

"Ah, ah, it is aimed at female consumer groups, and more attention should be paid to women's sensory experience."

Zhang Huan said.

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Make a good brand and let agents earn money.

Whether agents or franchisees, the most realistic demand is whether they can earn money.

Wang Yong told the "entrepreneurial state", ah, about 70% to 80% of the shops are making money.

Yang Geci, 27 years old, is the general agent of Shenzhen.

In November 2009, she used 200 thousand in the first floor of a shopping mall in Shenzhen to start a 28 square meter straight shop, earning 20 thousand per month.

In second years, she opened 15 stores in one breath.

Among them, the third store invested 350 thousand, and sold 200 thousand yuan a month, with a gross profit of 60 thousand.

In the second half of 2010, Yang accidentally met Ye Guofu in Shenzhen in a second chance.

Ye Guofu thought that she opened the shop very quickly, and suggested that she should be the general agent in Shenzhen, and offered some favourable conditions.

As a result, Yang began to develop franchisees in 2011.

A year later, she managed more than 100 stores in Shenzhen.

She estimated that there would be about 5 million gross profit this year.

The profit of agents depends on the sales status of franchisees.

Yang Geci said, "I can get 5% of the money back at headquarters."

She divided Shenzhen into 5 regions to develop franchisees, and each district, every town, and even in the village can set up shop, but the distance of each shop must not be close to 500 meters.

The main task of agents is to help franchisees in location, shop and training.

Yang Geci said that at the beginning, she did not have much experience, but she never lacked franchisees, and they took the initiative to contact her.

She said, the threshold of doing business is not high, and capital turnover is fast: "ah, ah, ah, ah," every week will launch new products, the repeated use rate of funds is much higher than that of clothing.

Small ornaments are not in stock. They are generally not affected by the season and can be sold at any time. "

As early as 2005, ah, no matter the size of the company or the strength of its capital, it is not the most powerful.

The company's liquidity is only about 1000000, but it brings out 500 thousand popular Hong Kong star Cherrie Ying to be the spokesman for the image.

In retelling the matter, Ye Guofu still spoke in a careless tone to the startup state, just like the ERP management system at that time: "it's nothing, because all these things have to be done, but I did it earlier."

In fact, entrepreneurs do a little bit of gambling, and of course there are rational elements in it.

No matter how much money is made, it is necessary to invest in a company.

Cherrie Ying's endorsement not only made many people remember it, but also added a bit of fashion sense to the small ornaments on the small stalls.

Since then, S.H.E and Yoga Lin have been their spokesmen.

In 2011, he spent 50 million of his money on advertising, named after the Hunan TV's talent show "flower duer" and the 2012 "China school flower competition".

Their audiences are the same as those of the target consumers.

Alas, the stores in all parts of the country are designated entry points for these two activities.

"We are changing from a product brand to a channel brand."

Wang Yong said, like Watsons, Gome and Suning, at present, the brands such as the "Sha Sha", "Heaven umbrella" and so on have also been settled.

"They occupy about 5% of our merchandise and we will introduce more brands in the future."

In addition, ah, also built a "media".

Every shop has installed LCD TV to play the content related to the brand. But with the further development of channel brand in the future, Wang Yong believes that "it has become the advertising resource of customers, which is like a small group of people."

At the beginning of this year, ah Ya also ran a similar shopping and sharing community like beauty and mogujie.com.

There are both the latest products, and the young female users to share with the fashion costumes in the form of pictures, and have also made an electronic magazine of their own.

After getting the investment, we will develop e-commerce to supplement the offline channels.

Relying on the powerful power of terminal channels, its stores can be developed as an e-commerce distribution point, which is also one of the biggest advantages of e-commerce.