The Brand Operation Of October Ma Zhao Pu

"Life is a big river". Zhao Pu slowly smoked a cigarette from his hand and chatted with us about his favorite "John Chris". In this classic work, Roman Roland used the image of the "long river" to run through the hero's life.

At this moment, it is hard for us to imagine what this is about the dream of the red chamber, the poet, the rain lane, and even the water resources and environment. He wore a pair of light glasses, and wore a Prussian blue printed shirt, slightly translucent, coupled with a pair of bright yellow casual pants, trampling on a pair of cowboy cloth shoes, not like businessmen, but a literati.

Zhao Pu saw our doubts. "Women and water are more connected." he talked about the latest photos of October Mommy. In the photo, pregnant women float in the deep blue water, passing through the sunlight diagonally across the picture. Pregnant women in the maternity dress are serene, tranquil and fashionable. "These are real pregnant women. We have taken the photos in Milan and New York under the supervision of doctors, with the consent of the doctor and myself." Zhao Pu has some pride.

He has a proud capital. Over the past decade, he and his wife, founded by October 18, have occupied 20% of the market share in the field of maternity dress. In 2012, sales of October mom were expected to exceed 250 million yuan. The real Zhao Pu has both the romantic idealism of the literati and the sensitive and sharp intelligence of businessmen. He is good at analyzing the advantages and disadvantages of himself, and he pays for the brand without stingy.

In 1997, Zhao Pu bought the biggest and only "brand list" in his life. However, what people see is only the success story of "October mommy" commercial operation, but they do not see that behind this story, the choice of a man is equally important. These choices are about the environment, about human nature, and more about the inner life and the way of life.

　　 At the beginning

In China, most entrepreneurs belong to saving money and pursue maximum benefits. Take the clothing industry as an example, if the cost of a garment is 10 yuan, and then sold at 11 yuan, it will sell 1 million pieces each year for 1 million and second years, and the factory will make technical transformation. The cost will be reduced to 9.5 yuan, the sales volume will increase to 2 million, and the profit will be doubled.

Zhao Pu does not belong to this category. He belongs to the expense type. Comparing the meticulous things such as cost reduction, he is more willing to raise the cost and sell it at a double price. He thinks that it is possible to turn from China to China.

Zhao Pu's open view of money is inseparable from his childhood environment.

In the 80s of last century, "chicken feather for sugar" has always been a traditional way of livelihood for Yiwu's peddlers, until two stalls of a booth stole away, and the humble first generation small commodity market slowly emerged at the gate of Zhao Pu. Zhao Pu grew up in Yiwu and watched this "World supermarket" from scratch. There is a strong commercial atmosphere everywhere, until every street, every building.

So far, Zhao Pu still remembers the scene of the summer vacation that year.

He went to his classmate's home on his bicycle, and saw the dense electronic watch on the drying field of his home. On the side, he set up a big pot. He was constantly frying the watch with a big shovel. At that time, most of the liquid crystal watches were imported from South Korea and Taiwan through abnormal channels. In general, there would be water vapor entering the ship at night, resulting in abnormal liquid crystal display, and the need to remove water vapor as soon as possible.

Seeing this strange and spectacular scene, Zhao Pu saw that he gradually turned from curiosity to participation.

Every year during the winter and summer vacation, Zhao Pu has no need to worry about working. Since the advent of the small commodity market, he has seen all kinds of activities, such as sticky plastic flowers, string beads, etc. every elderly and child in each family will work while chatting. In the summer vacation every year, Zhao Pu used to earn money in one month. He could earn more than 100 yuan a month in his monthly living expenses of only 20 yuan.

In the words of Zhao Pu, he had no idea of money, he would not save money, but he would spend money very much. The important concept here is that Zhejiang's population will spend money instead of simply burning money. It means that the money must be spent and the expectations of the other side should be exceeded.

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Zhao Pu gave a small example. As more and more 80 and 85 joined the team of "October Mom", the phenomenon of lateness is becoming more and more obvious. Employees often go to work at 9 o'clock, and then go to breakfast. The real start is 10. The administration hopes to ease it with heavy penalties, but Zhao's advice is to change the point of view and think about the problem, do well in service and attract employees to arrive on time. His plan is to prepare breakfast for the staff every morning, and it can be collected free of charge before 8:50, and all executives should take turns to serve as breakfast attendants.

Zhao Pu calculates his accounts. Although the daily cost of breakfast is on the surface, employees feel the benefits of the company. On the other hand, employees can start work immediately after breakfast, which is equivalent to an "invisible cost" of one hour. Moreover, the rich breakfast content also ensures the healthy diet of the employees. Senior executives serve as waiters and enhance communication and communication between employees and managers. This business is done naturally.

From the beginning of the student era, such an idea is emerging in Zhao Pu's life. After reading Lei Feng's diary, Zhao Pu knew that he could write a diary in the original sentence. He used the most concise and concise way to express everything in order to slack off. "But he carelessly accomplishments in today's work." others saw John Chris, who only saw the long life of Ke Chis Dov. Zhao Pu saw that the long river of life will eventually return to the sea, and people will return to the laws of nature. Acting according to rules is his creed.

We will soon see that "spending money" plus "creativity" has had a huge impact on the development of "October Mom". However, before returning to business, Zhao Pu was embarrassed because he spent too much money.

Is this the life I want?

Zhao Pu talked about the original intention of starting a business, saying that it was vulgar because it was not enough money.

Zhao Pu was born in an intellectual family. His father was a Chinese teacher and his mother was a doctor. Such a family is destined to instilled the idea of Zhao Pu to study well, study well, and study abroad as a scientist. Now what is the ideal of Zhao Pu when he was young? He smiled shyly. "It's a scientist."

In 1991, Zhao Pu was assigned to the East China Institute of design in Hangzhou, and began to live nine to five times. In those days, he looked at the elder brother who had been around and saved his salary every month for a year to buy a TV set. Zhao Pu began to ask himself, "is this the life I want?"

In fact, Zhao Pu, who had no idea about money, was unable to make ends meet in East China Design Institute every month. A bunch of friends and classmates at his side usually eat and drink from time to time, so he can't afford to borrow money without careful care.

Because he was always short of money, Zhao Pu tried to do foreign trade while he was working. At that time, most people thought he was out of business. At that time, Zhao Pu often asked for leave and went to see the factory with foreign trade companies. After a while, Zhao Pu knew about one or two of foreign trade.

In 1993, Zhao Pu formally resigned and began to start his own business. He chose to cut in from foreign trade. Zhao Pu's entrepreneurial career was very smooth. He soon made the first 1 million of his life.

Indeed, too early to make money is easy to make public. He often drinks and drinks with a bunch of brothers, so as soon as Hangzhou opens a new restaurant, they promise to try a new instant. At that time, the singing hall was popular for a while. Some people sang on the stage, someone sent flowers to the stage, and Zhao Pu was mixed up in it, and occasionally brought flowers basket.

In order to go shopping, he and his wife will get to Shanghai, go shopping at the Pacific department store, dance to the disco in Yanan Road, and finally catch the night train back to Hangzhou. At that time, they were fashion leaders.

Even today, the clothes bought by Zhao Pu are looking at ordinary but unique designs. For example, a plain wool sweater will have a bright flower on the chest. This is in line with his demand for the trend.

Zhao Pu is not only required to dress, but also strict in his figure. He said vigorously: "after coming back from business, he has gained a lot of weight and is losing weight." He admits that he has a little narcissism, while he also enthusiastically promotes his beef diet.

In Zhao Pu's body, you can see a free and romantic and romantic artist, and at the same time have some self-discipline. This has nothing to do with his reading from childhood.

Every evening when his father was in class and his mother was on duty, he would finish his homework and search his father's library. In that era, the dream of Red Mansions and the romance of the three kingdoms were banned books, but Zhao Pu had seen it all over.

He likes to look at the dense words in dim light, with an inexplicable sense of contentment. Not only did he read the dream of Red Mansions, but also read many red commentary, though he did not know why, but he would read it again and again. It was a subtle force that began to influence Zhao's world outlook and values.

Zhao Pu, a university student, used the term "social grass" to describe it. He was very familiar with all departments and spontaneously organized two proms a week. At that time, dancing was the only entertainment in university life. He would run to Nanjing Normal University next door to borrow the classroom. Then a bunch of people would play music with a cassette recorder and play with a candle. In the words of Zhao Pu, all kinds of social dancing would be good.

Zhao Pu used to listen to songs like Chyi Chin or Wang Chieh with sentimental songs, or songs like Wang Feng. In 90s, Zhao Pu wore bell bottoms and listened to the obscene voice of "shallow grass and evil spirits", deliberately creating unique elements. In today's words, it belongs to the personality tide man, and does not follow the crowd.

Yes, Zhao Pu's body is permeated with petty bourgeois complex, so that he will pursue the best brand in the future.

　　 october mommy

"It's silly to think back now, but it will always happen before it grows." After some time, Zhao Pu realized that this is not the life he pursued. He began to learn to be restrained and work hard to make the business more solid.

At first, Zhao Pu's foreign trade was mostly light industrial products, such as car cushion, Jack, screw fittings and so on. He had to run frequently in Panan, Xianju and three places. Zhao Pu gradually realized that the foreign trade market had already entered the white hot competition, and many 1 dollar products could only earn 5 yuan RMB. Zhao Pu believes that if we want to be competitive, we must let foreign trade orders go to market segments. The passion for subdivision industry has emerged since then.

In 1997, by chance, Zhao Pu and his wife came into contact with maternity clothes.

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At that time, Zhao Pu's export orders were affiliated to a foreign trade company in Guangzhou. This foreign trade company happens to have a deal, a batch of foreign trade in Shanghai. Maternity Dress It is necessary to have a pre shipment inspection. But considering the high cost from Guangzhou to Shanghai, Zhao Pu and his wife are asked to carry out the inspection. After coming back, Zhao Pu brought several foreign trade orders to friends who had needs.

Pregnant women like to gather together, communicate with each other, one after another, many pregnant women began to entrust Zhao Pu to buy maternity clothes. How can such business opportunities be indifferent to Zhao Po, an innate sensitive person?

Subsequently, Zhao Pu and his wife opened the first maternity dress shop in West Lake.

Initially, Zhao Pu's products are foreign trade goods, and need to be directly cut off, so we must take a brand name. They registered with the trademark of "future mommy" but did not expect to be taken advantage of by a Japanese company. After that, Zhao Pu saw the fifth season Florist on the Hu Shu Road. Could he name it in time? In October, he jumped into Zhao's mind for the first time, conceived in October, autumn in October, and the harvest season of fruit. Soon, October mom was officially born.

Almost everyone thinks the industry is too small, even now, but Zhao Pu does not agree.

"Women and children earn the best money, and what happens is that the two best people make money." Zhao Pu analyzed that the maternity dress is the entrance of the whole pregnancy baby industry, and is at the forefront. In the future, it can extend to the direction of baby products.

It was not long before the second October mom store opened in Hangzhou's Ping Hai road.

Zhao Pu frankly said that at that time, October 10 was a small profit, and foreign trade was still the main body of making money, but because of its busy schedule, it was faced with the choice of giving up. Zhao Pu unexpectedly closed the profitable foreign trade and concentrated on the operation of October mom. Compared with foreign trade, October mom is more like a child, and can bring Zhao Pu's sense of accomplishment.

　　 Couples face differences

In 2002, Zhao Pu decided to go to China Europe International Business School for further studies. A large part of the reason was not for October Mommy, but for herself. With the maturing of October mom, Zhao Pu and his wife Tu Wenhong began to diverge in their business philosophy.

Tu Wen Hong is more sensitive. She hopes to make her a high-end brand, and it will not necessarily cover many people, but consumers must like it. In this regard, Zhao Pu's analysis is that the maternity dress itself has been subdivided, if we want to subdivide to the high-end crowd, the market will be smaller, so Zhao Pu should make October MMM a popular brand.

It is easy for women to mix life and work together, and the conflict at work extends to life. Zhao Pu knows that to balance life and work, separating work is a good choice. Zhao Pu's plan is to finish middle Europe and become a professional manager.

In fact, Tu Wen Hong also knows that the team of 35 people can cope with it, but it is not easy to expand the stool.

The couple asked their colleagues and friends around the place who would be more suitable to take the lead. Everyone agreed that it was Zhao Pu. As a result, Zhao Pu began to appear as the leader of October Mommy.

If you use the independent regiment to describe the early October mom, then Tu Wen Hong is the head of the regiment. Zhao Pu is more like the chief of staff. When Zhao Pu became a group army, he became a commander and Tu Wenhong became a commander. Back to the fundamentals, this is part of the transfer of power in private enterprises.

Once there is a problem, neither side can convince the other party. Zhao Pu suggests that there are only two ways to solve it: one is to introduce investors, and the other is to become a three party. As long as the two parties are unified, they will be able to execute and bring funds and resources. But once they are not suitable, they will withdraw from the cost.

Zhao Pu got the answer after analyzing. He explained to his wife that each year's quarrel (affecting inventory, affecting the growth of Direct stores, etc.) roughly assessed the minimum cost at around 3 million yuan, so it is advisable to invite the consultant team.

The original Antarctic CEO Li Xiaoping became the first adviser of October Mommy. At first, Li Xiaoping set up a high price, but Zhao Pu didn't want to accept it, which surprised Li Xiaoping. Because the rule in the industry is to cut half of the meeting, so Li Xiaoping's psychological price is only half. The characteristics of Zhao Pu's money are once again revealed here, and Li Xiaoping has done his best to help her.

After mastering the power, Zhao Puxian drastically adjusted the designer's style, made the products of October mam more popular, and shut down the direct stores where the management could not keep up and the cost was high, and then cut down some of the franchisees. After a series of actions, the performance of October mom began to slide. Zhao Pu is a natural person with a very good sense of security. In his view, this is an inevitable phenomenon after reform.

As usual, he played cards with students from central Europe every day. Tu Wenhong was somewhat disturbed and frequently asked Li Xiaoping to discuss the countermeasures. Li Xiaoping met six times a week when he recalls the most. The anxiety of Tu Wen Hong was obvious. "The performance of October mom has been declining. Zhao Pu is in the mood to play cards. I am all worried."

After that, Tu Wen Hong asked Li Xiaoping to act as the general manager of October 10 and operate the company's daily operation, hoping to save the company. Subsequently, Li Xiaoping found Zhao Pu, asking for specific ideas. Zhao Pu is constantly analyzing the market situation and the fastest or slowest pull up of October mom.

Li Xiaoping felt that there was no reason to start persuading Tu Wenhong to wait. Unexpectedly, a month later, the sales volume of October mom rose rapidly, which coincided with Zhao Pu's original prediction. Thus, Tu Wen Hong fully trusted Zhao Pu and the transfer of power was really completed.

"Others seem to have made bold decisions, but I have been analyzing them, not blindly, and I will not hurt their mothers." Bold assumption, careful proof, Zhao Pu persists in his choice.

　　 A man should be low-key and do something to publicize.

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Zhao Pu is a low-key man who seldom appears in public. He summed up himself. As an entrepreneur, he should be low-key and do something to publicize himself. The first publicity he made was that when his annual sales volume was less than 70 million, he decided to give a huge amount of money to the spokesperson and advertise.

In those days, the brands of Wenzhou and Fujian chose to use the promotion method of spokesmen to advertise to CCTV, and then to invest or join, and then disappeared. Although it cost a lot of money, it did not improve the brand image. Therefore, in October October, the internal voice of objections rose one after another.

Zhao Pu wants to be a spokesperson, but wants to take a different way of new media instead of the traditional TV advertising route. The brand must be top-down, but Zhao Pu knows that he does not have enough funds to play the advertising of the first tier city TV stations. In the era of fragmentation, where do the most people gather?

Tokyo's dense subway takes the lead in Zhao Pu's mind. The subway is a sign of urbanization, which brings together a large number of people in the city. It is worth mentioning that Zhao Pu majored in economic geography at Nanjing University. His judgement is that the degree of urbanization in the future will intensify. This profession will have a good combination with the market. As a matter of fact, China has undergone tremendous changes since it entered the 2000. Zhao Pu's judgement is that with the approaching of World Expo, Shanghai, Shanghai's subway will have more and more people to ride. The subway will be more and more in Shanghai, and these people will have a certain degree of close proximity with the mainstream consumer of October Mommy.

Subsequently, Zhao Pu began to ride the subway crazily, carrying on the promotion fee of the company, and looked at the advertising bits in the subway. Whether it's the poster on either side of the walkway or the background wall waiting for the bus, Zhao Pu seems to have enough but no strength. In the end, Zhao Pu took a fancy to the small TV in the subway car, occasionally broadcast the clip news program, occasionally broadcast investment promotion or public service advertisement, this is a blank area.

Zhao Puqi squeezed the subway early, and every time he went to work peak was posted by people. His eyes did not know where to look. He would generally look at the direction of Qi Shuashua's voice. If he could make an impressive video, there would be a market.

　　 Who will be the spokesperson?

Xiao Si (Xu Xidi) and Cecilia Cheung were pregnant at the same time. The price offered by Zhao Pu was exactly the same. At that time, because the program of little s did not land, many viewers only watched through the Internet, so the coverage was limited, and Cecilia Cheung's popularity was much higher than that of S. S.

Zhao Pu consulted his colleagues and friends. 95% of the answers were Cecilia Cheung.

But Zhao Pu is more interested in the little s, who has been rebellious, and the negative news is constantly emerging. It has become an elder sister in Taiwan and then married to a wealthy family. Zhao Pu believes that it is the growth background of little s, which is more suitable for October Mommy. As a mainstream fertility group, who has not been rebellious after 80 years, who does not like the entertainment program in Taiwan? And, as Kangxi's coming, the most important thing is that after her marriage to the rich and powerful, she transformed her into an image of a good wife and a good mother, which can make consumers add points to her.

Zhao Pu and Xiao Si talked about the 6 round before and after, and she was still reluctant to pick up. Zhao Pu could only use private relations to familiarise Taiwan's performing arts friends with the clothes of Zhao Pu and fly to Taiwan to help Wang Weizhong, the famous producer Wang Weizhong.

Unexpectedly, this cooperation is five years. In Zhao Pu's opinion, let's be a spokesperson. october mommy An important turning point. In the future, October is considered to be the brand of Taiwan, and it is also the source of this.

　　 Do the right thing at the right time.

Zhao Pu is good at finding business opportunities related to October mom.

In 2007, Zhao Pu began to engage in e-commerce. He thinks this is a market that will enter sooner or later. With the emergence of a batch of Amoy brands, Zhao Pu has judged that the time has come.

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In September 2010, Zhao Pu convened a meeting of middle-level cadres of October Mommy, determined the direction and began to try the online market of October's mom. He asked the company to hold the mentality of starting a new business for e-commerce.

Zhao Pu even worked hard. He transferred the marketing manager, Zheng Meng, to the manager of the e-commerce department. The first thing Zhao Pu and his wife do every day is to go to the electronic commerce department to ask about the day before. As a result, the electronic commerce plan of October mommy has become the first project of the company.

In October October 2010, October mom was formally launched. The traditional brand, which accounts for 5% of the total sales, has been pretty good. But today, the October mom line accounts for 20% of the total sales.

On the second year of the October mom's line, the traditional brands sprang up on Taobao. The fact proved that Zhao Pu did the right thing at the right time.

Facing the common problems of traditional enterprises - online and offline contradictions, October mom seems more calm. In fact, less than 20% of the number of members joined in October is that it did not rush to join in the rapid development, but concentrated on combing the establishment of a direct network. Although the net profit of the direct store is the lowest and the growth cycle is longer, it is convenient for management and control, and is conducive to the online development of October mom. The national stores can be used as the entrance to the moon line, which can not only consume and experience, but also reduce contradictions.

Zhao Pu has always liked to participate in the operation of the brand as a whole. "Every step of the brand takes its own mind, because no one knows the industry better than you, and the consultant can only supplement it and make the idea more professional".

Now that the 80 and the 90's are the entertainment generation, can the October Mommy innovate in the propaganda way? Zhao Pu has made the song "go away!" He also showed us more than 200 different pirated discs he collected. Zhao Pu laughed and said with a smile: "I don't need to be surprised to hear the song of October mommy in the square dance of the aunts. This is normal."

In addition to the song flash, Zhao Pu spent half a year planning the pregnant woman's book "go away!" At that time, a friend suggested Zhao Pu to publish a book on entrepreneurship. But Zhao Pu thought it was meaningless. Most of them paid the bill, but it inspired him to give a book to pregnant women.

After the weekend, Zhao Pu began to run the Xinhua bookstore. He found that if the Xinhua Bookstore is the two level, the books about pregnant women will be placed in the innermost layer of the first floor, which belongs to the two best seller. But all of the authors are staff members of the doctors or the family planning commission. The dense words are not easy to read.

　　 Zhao Pu Choose the opposite way, use lots of illustrations and turn the language into reality. Finally, the publishers questioned the title of the book, "never a book has two exclamation marks." Even though the publisher refused to underwrite 4000 copies of October mom, Zhao Pu insisted on his original style.