Chen Yueping Makes Good Achievements In His Poems

Chen Yueping's office is hung with an eye-catching plaque, which says "details decide success or failure".

He said that this is his experience of condensing his own business for many years, not only to highlight the corporate culture, but also to constantly encourage himself.

Chen Yueping, who was born in 1958, was born in 1958. She was born in Qinhuai District of Nanjing province. Chen Yueping, general manager of Ge Di's clothing, has realized a truth in many years: details determine success or failure.

Chen Yueping was once working in a fabric factory in Nanjing. During the period of opening up the market in Wuhan, he accumulated a lot of experience and fell in love with the city.

In 1987, Chen Yueping resigned in Han to open a more than 50 square meter small wholesale department, relying on the previous industry foundation, the first month to make a profit of 30 thousand yuan.

In 1989, Chen Yueping and Hanzheng Street small garment processing factory jointly made clothing sales, and profits increased sharply.

Two years later, more and more large garment enterprises appeared. Chen Yueping had a premonition that small processing plants would be defeated in the competition of middle and high grade garments.

Chen Yueping hurriedly took off and returned to Nanjing with nearly 3 million of the money accumulated in the Han Dynasty. He found a fabric manufacturer with regular supplies, made his own clothes, sold them first and then sold them abroad.

Mr. Qi is also very popular. He has established close ties with businessmen from Korea, Japan and Italy.

But it didn't last long. When I shipped to a Japanese company, Chen Yueping found that a pure color dress appeared several colors.

With many years of fabric experience, he knows that this is uneven dyeing density.

Chen Yueping called everyone in charge, found that the fabric was qualified when it was out of the small sample, but the people who checked the quality of the fabric were not careful, and did not check in detail when a large number of fabrics were shipped.

The Japanese who waited for the costumes lived in the factory and looked at Chen Yueping's dejected and annoyed look. He said generously: "how much is left? If there is no big problem, give it to me."

Chen Yueping is an honest man, he strictly according to the quality standard, the list of 6 million yuan only gives 20% qualified products.

The people in the family saw Chen Yueping being so silly that they jumped up. "Anyway, the letter of credit is in your hands, and foreigners can't do the test. You will give him no end."

But Chen Yueping still insisted.

Because of too much loss, the company finally declared bankruptcy, and Chen Yueping's 3 million investment was turned out to be a failure.

In 1997, Chen Yueping was beset by family siege and was upset again. He returned to Wuhan to work in a large garment enterprise.

In his study, he found that the management of production enterprises is too complicated to control risks if they are not familiar with the field.

"After I have learned my lesson, I will only do my best, that is," acting "now.

Chen Yueping sighed with emotion.

Chen Yueping, who has always been a marketing director in a garment factory from a salesman in 2001, began to think about his own business and started looking for agent brands.

A friend who sells clothes in Henan told him that Taiwan's brand "Henan" is selling well in Guangzhou.

But as soon as he entered Guangzhou's poetry shop, Chen Yueping suddenly felt a sense of disappointment: the decoration of the image shop seemed to be of a low grade.

Chen Yueping secretly dispelled the idea of cooperating with them and got up to leave.

But when he was going out, the marketing director stopped him. "Wait a moment, our boss will be there soon."

Business is not a good thing, at least meet with him. "

In communication, accidents happen.

Chen Yueping discovered that the boss was clear about the problems and had set out the timetable.

Whether or not an enterprise can succeed depends largely on the boss's thinking.

Although there are still many problems at present, the boss can have such a vision and resolute attitude. It should be very good later.

Only then did Chen Yueping kindle with them.

The two sides soon reached a cooperation intention, but they did not sign a contract.

Chen Yueping secretly sent people to go on to investigate the business outlets in all parts of the country, and also from the side to understand the boss's way of thinking and style of work.

After an inspection, Chen Yueping learned that the sales performance of the brand in every place could reach 3.4 million per month, compared with other clothing brands.

The boss of Ge Di's poetry factory is also very dedicated to work hard and resolutely and resolutely believes that he can solve the existing problems just around the corner.

In November 2002, when the boss called again, Chen Yueping signed an agency contract with him.

Fine service, lock thousands of VIP guests. Many agents get the brand to do wholesale in the rental facade.

Chen Yueping believes that this practice is more traditional and the starting point is too low. He wants to create the high-end brand by his poetry.

After acting as a brand, Chen Yueping made a difference in the first step. He decided to adopt the operation of the company. Although the investment was high and the risk was great, he made it easier to make the brand.

At the end of 2002, Chen Yueping set up "Wuhan's poetry Clothing Co., Ltd.", and then came to Jingmen by a brand adjustment machine.

He specially asked people to redesign a set of decorating schemes for luxurious decoration of Jingmen stores.

He also installed a telephone in the store to facilitate customer solicitation. On the day of its opening, many customers and brand suppliers were attracted to visit.

It is also a symbol of brand to install phone.

The difference between the five star hotel and Samsung is nothing more than the different configuration of details.

Chen Yueping said that the details of his brand operation experience are life.

Chen Yueping began to locate her in middle and high income groups, mainly from 30 years old, such as civil servants, professors, private owners, white-collar workers and so on.

These people are easy to produce fixed consumption habits, and accord with the elegant and dignified style designed by the poem.

When he first entered Wuhan, in order to compete with similar brands, Chen Yueping adopted a low price strategy for the same commodity, which is lower than the 10%~15% pricing of these brands.

Low price is to lower the threshold of customers' understanding. After that, Chen Yueping launched the VIP service mode. As long as he became a member of his poetry, he could enjoy many other supporting services, such as fitness, hairstyle and so on.

At the beginning of 2004, Chen Yueping invested more than ten thousand yuan, and developed a business customer management software with a science and technology company, and used it in various stores.

"It is impossible for the human brain to remember all the customer information, but the computer can automatically categorize it, and remind us to give special attention to customers' special occasions such as birthdays, wedding anniversaries, etc.".

Chen Yueping said with deep concern that as distributors can not lose customers, the competition in distribution industry is too fierce now. Customers can also buy the goods when they buy goods, so that they can become a fixed consumer group.

Chen Yueping said that since the implementation of the VIP service, only the Chinese commercial square counters have increased more than 100 fixed customers in the following year. Now, 18 shopping malls and one franchised store of Ge Di poetry have accumulated more than 3800 people's fixed consumption group.

Focus: Dialogue: reporter: as a distributor for many years, what do you think is the cornerstone of your success?

Chen Yueping: service!

Perhaps many people think that the most important thing is to be a distributor.

On the coast, some large well-known clothing brands adopt VIP service mode, which can not only stabilize the expansion of consumer groups, but also enhance brand quality.

Service is the key to the competition of clothing sales in the future.

Reporter: some people say that distribution is not a trick, but simply buy low and sell high, but profit margins are different.

What do you think about "distribution"?

Chen Yueping: I never thought distribution was just selling things.

I have been learning marketing knowledge since the beginning of 80s, and now I am a beginner. This is a very profound knowledge.

Dealers at least sell credibility.

At first, Japanese businessmen believed me very much, but I did not sell them to him. I could not destroy things that were kept by a business.

Now, when we choose franchisees, we are also very cautious. We pay close attention to the fact that we expect our partners to improve their business literacy and reputation through brand management.

Not making money means success.