Zheng Xiantong'S Entrepreneurial Process

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No one knows about "1+1", but perhaps you do not know that the shoe chain with 15 shops and more than 140 employees is initially a supermarket salesperson.

She did not have a prominent life background, and had no deep background. From the most basic stage, with the most ordinary posture and relying on the courage and toughness of others, she went all the way to the successful side of the shoe industry.

Summing up her entrepreneurial experience, the reporter thought that the sentence "character determines destiny" is appropriate for her. She is optimistic, easy-going, loving and daring to do well in her career.

In terms of specific strategies, the reason for her success is that she is always faster than others. The first is the introduction of a real price and an open sales model, the first step to buy a lot of shops on the walking street, a farsighted and expedition to the emerging market of Yangjiang, and so on.

Enter the opportunity

Married a shoe salesman.

In 1988, 18 years old.

After finishing high school, he went to the community and started his career as a salesperson in the earliest large supermarket in Taishan.

Not long after, Zheng Xiantong met a shoe salesman who stood on the stall, that is, Huang Huo Tang, his husband.

"My husband is a more able person to start with. At the very beginning, he set up a stall outside and later accumulated. We opened a 30 square meter shop in downtown Taicheng in 1993."

A husband selling shoes makes Zheng Xiantong's life and shoes become indissoluble.

As the saying goes, when you marry a chicken and a chicken, marry a dog and marry a husband who sells shoes, she not only quickly adjusts herself from the role of a supermarket salesperson, but also gets better and better.

Opportunity always favors those who are prepared. In 1995, a large shoe business in Taicheng stopped by Xie Ye. Zheng Xiantong, who was informed of the news, first found the owner of the shopping mall, hoping to take over the business.

The boss told her kindly: "now the shoe store in Taishan market is very saturated, and you are very risky to enter this business!" Zheng Xiantong answered, "I only know this line. What do I not do this?"

Zheng Xiantong did not hesitate. She made a decisive decision to go down the shopping mall.

Zheng Xiantong is a diligent observer and a good thinker.

In the first two years of the shoe store business, she had a deep understanding.

After the shopping mall, she immediately rushed to the new store's business in accordance with the idea that she had developed mature ideas.

Bold innovation

Carry out dislocation management with foresight

At that time, the whole of China

The market is facing a problem: the price is too high and the business is not effective.

"If you want to buy a pair of shoes, you have to cut the price of half a day or you doubt that you have suffered losses.

At that time, the market atmosphere was like this, between consumers and businesses, "fighting for wisdom and fighting bravery", shopping time consuming and marketing efficiency low.

Whether it is business or consumer, this kind of unrealistic mode of operation is adaptive fatigue.

Zheng Xiantong said that based on the judgement of the market, she decided decisively that her new store should completely abandon the bargain mode and implement the strategy of explicit and real price.

At the same time, she also innovated the way of product display, from the traditional closed counter to the open self selected supermarket.

In addition, Zheng Xiantong was acutely aware that the middle and low end products were flooded in the market at that time, while the high-end products were blank. Therefore, she made a new way to avoid the middle and low end market of "smoke and smoke" and strive to fill the high-end market with higher profits.

At the beginning of the new marketing strategy, employees reported to her every day with disappointing news: "when customers listen to no bargaining, turn around and leave."

The staff were a little discouraged, but Zheng Xiantong encouraged them not to be discouraged. She said, "I firmly believe that this phenomenon is only temporary, and soon the guests will gradually accept and favor the real sale mode."

Sure enough, after a few months, the volume of the shop began to increase gradually, and the sales mode of real price and open operation quickly became the popular fashion of the public. It soon became a popular talk in Guangdong industry, and the flow of cars to Taishan was a constant stream.

Under the guidance of this model, in 1995, Zheng Xiantong and his wife founded the "1+1" shoe chain store in Taishan.

Successful experience

At the same time, we have the right time, place, and people.

Summing up his success, Zheng Xiantong attributed it to the completion of heaven, earth, human and three factors.

Tian Tian: Zheng Xiantong's so-called "sky time" is not a good opportunity for the industry at that time. She said: "the so-called" day time "means that the market environment of everyone is the same. For people like me who have no background, they are not in a disadvantageous position in this respect, that is, they occupy a favorable starting point.

Everyone is the same. It's fair to me. "

Her explanation made reporters understand the meaning of "Heaven time" for the first time in this way.

She also said that the market order at that time was not so good, and there were not many standardized and honest managers.

Such a reality is also a rare opportunity to rise to businesses who want to standardize their development and operate in good faith.

Geography: speaking of this, Zheng Xiantong still congratulated himself on his decision at that time: "you see, my shops are basically in the traditional commercial boom, huge flow of people and strong business atmosphere, so that my shop has an irreplaceable competitive advantage from the beginning."

People and: under the conditions of China, the resources of "man and" are rich.

For business Zheng Xiantong, people and friends are friends.

At first, a friend in the Planning Department reminded her that the government would refurbish and popularize the pedestrian street in Taishan.

Zheng Xiantong and her husband made a quick decision: now the pedestrian street is not running well, many shops are closed down, and low prices can be pferred, so we can take the opportunity to buy as many shops as possible, laying a good foundation for the expansion of the upcoming prosperous market.

Zheng Xiantong also pays close attention to maintaining close ties with his business peers.

She said, "friends in business need to talk more and learn more.

At the beginning, I once sold high-end brand products in all the stores. After seeing the industry colleagues in Zhongshan, I suggested that I should start grading instead of homogenization. As a result, sales doubled in those years.

Expand operation

Optimistic about emerging markets and industries

In doing business today, Zheng Xiantong began to feel that he had the conditions to bring his career to a higher level.

She believes that the shoe market in Taishan is basically saturated, and the expansion will be a loss. At the same time, the consumption potential of emerging markets such as Yangjiang is starting to start. The chain store's "1+1" is already near the water tower.

Zheng Xiantong told reporters about a recent episode: "some time ago, a popular mall in Yangjiang promoted shops, and our couples did not make decisive decisions. As a result, those shops were soon sold out.

Despite some regrets, we further see the potential of the Yangjiang market through other people's choices. "

She also told reporters: "both of us are very optimistic about the investment in sports venues.

With the improvement of people's living standard, physical training is absolutely necessary. However, the investment of sports venues in Taishan is still blank.

From the perspective of myself and the needs of my friends, I know that the market is not small. "

In addition, with the further development of the market economy and the accelerating pace of people's life, the demand for leisure places with business talks and family and friends gathering is becoming increasingly prominent. For this reason, Taishan "1+1" is also actively exploring large-scale investment projects in tea houses, hoping to fill in the market blank in time.

Why did not "1+1" add the Jiangmen market? Reporters were puzzled. Zheng Xiantong's answer was quite unexpected: "there are too many friends in Jiangmen on my side. My chain store there may hurt friends.

In life, friends are hard to find. I don't want to alienate friends because of business. "

In this view, many businessmen may feel that they can not agree with each other, but perhaps it has made Zheng Xiantong's "man and he". As she said, "everything has its advantages and disadvantages. It depends on how you choose."

Benevolence and kindness

Drinking water and thinking the source is willing to repay society.

Zheng Xiantong was born in Hubei and graduated from primary school to live in Taishan.

One is to give birth to her family, the other is to support her family, and she deeply loves these two families, and has been giving back to the two families in her own way.

She recalled: "I remember that when I was young, my mother borrowed the whole village in order to collect 10 yuan tuition fees for my study.

Finally, a good hearted villager lent me tuition so that I could continue to study.

I came out of the poor environment and understood the difficulties of the poor. Now I have the ability to help them. Of course, I am very glad to help them.

In Hubei, she has aided two poor students to go to university. One of them has graduated well, and the other is studying at school.

In recent years, in order to assist the two students, she has often visited Hubei and sent economic and spiritual support.

In Taishan, she arranged for the villagers who lend money to her school to be employed in the company. At the same time, she also supported the public welfare undertakings very much. The name "1+1" often appeared in activities such as disaster relief donations, charity thousands of people, one yuan love day, poverty alleviation, and so on. Especially in helping the poor and solving difficulties, she helped more than 10 poor single parent families to solve their livelihood problems by absorbing employees.

She is friendly to company employees, but also encourages employees to start their own businesses.

There was a male employee who worked in the 1+1 for many years. One day, Zheng Xiantong asked him: "you have been in the company for so many years, you have enough experience to go out and do something yourself. How does a boy work long term to support his family?" when he learned that the employee wanted to open a shop in Guangzhou but was still short of 100 thousand yuan of funds, she was very generous in lending 100 thousand yuan.

Today, the male employee has opened two stores in Guangzhou and has done a good job.

"From the point of view of making money, I am satisfied. Even if I do not do it now, I will be able to maintain a higher standard of living if I sell a shop at random.

Since the financial tsunami, my company has been greatly affected, but I can't bear to quit my employees for many years, so I choose to insist on running the company well.

Zheng Xiantong spoke very sincerely.