The Clothing Store Went Bankrupt, But He Opened Shop, And The Revenue Reached 5 Billion.

The date of your arrival? No, recently, if you often go shopping, you will not know a department store named "Chuo you hao": in less than two years, 1100 stores are open in the world. This year, the revenue is expected to be 5 billion, sprint 6 billion, and 6000 stores are planned to open in 2020, half of which are overseas, with sales breaking 60 billion.

Ye Guofu founded in 2004. He has built more than 3000 stores in the country in 2011. With the Internet hitting the store, his most familiar business also encountered bottlenecks in 2013.

What is the difference between a famous brand and a traditional retailer?

Ye Guofu said that the traditional retail channel is too long, the service is not standard enough, and the price is high.

Through the cooperation hotline, we learned that investing in a famous brand shop is more than 2 million yuan, and investors only pay money, and all management links start from the beginning.

For investors, the name of the top quality products will be returned on a daily basis, and 38% of the daily sales will be returned to the investors directly.

Guangzhou logistics center.

At present, there are seven logistics warehousing centers in the world: Guangzhou, Changshu, Wuhan, Chengdu, Langfang, Shenyang and Xi'an.

Xinjiang is under construction.

Ye Guofu, co-founder of Hubei, who was born in 1977, has revealed his ambition when meeting. "Today's online traffic in China has been taken away by BAT. Where is the line traffic? It's in my hands.

At present, the number of people who enter the store is nearly 5 million, and the number of people passing by is even more numerous.

"More importantly, my mainstream customers are young women between 18 and 28 years old."

Then, he "bluster": "why is Suning (editor's note: Su Ning line shop") in my eyes, there is no money in my eyes. First, people who buy things in Suning do not believe in Internet users and customers are aging. Second, Suning stores are open in many remote areas and high-rise buildings, and the exposure rate is not high. Unlike famous brand products, they are placed in the first-class position of first-class business circle and can not escape. Third, Suning sells standardized products and is more easily subverted by the Internet.

According to Ye Guofu, although the highest price of the highest quality commodity is not more than 50 yuan, some single store performance in Wanda Plaza is ranked the first time, the first UNIQLO, second apple, and third are famous products.

Then he asked him, "what is the vision of the famous brand product expansion?"

After thinking for a few seconds,

Jump out a sentence: "liberate a generation of young people."

"Now young people have a lot of pressure on their lives. We hope that we can reduce prices by trying to buy a box of rice in the past 10 yuan, and now that 10 yuan can buy two boxes of rice and an egg, will the young people's happiness index be improved?"

After talking for three hours, Ye Guofu mentioned the most company was UNIQLO. "Do you know what is called" what do you want to do in Japan "?

Ye Guofu said that in order to survive and develop in the future, there are only two ways to go: to kill a blue sea through technological innovation, or to provide consumers with ultra-low prices on the premise of guaranteeing certain quality.

Ye Guofu said: "good offline stores often have 4 characteristics, such as good products, good prices, good environment and good service, such as fishing at sea and grandma's home. They are all opened in gold shop, decorated with emotional appeal, service is in place, dishes are exquisite, or public prices. If a restaurant achieves first-class environment, first-class service, first-class products and five price, there is no queue at the door.

I go to my grandmother's house for dinner, three dishes and one soup, 40 dollars to settle, so good environment, so good service, where did you dare to think?

If any line store can do this "four good", it can attract a lot of traffic.

Ye Guofu said that the store of famous and excellent products was designed by foreign designers, and the shelves were made to the factories that LV produced shelves. The attendants were very kind and never persuaded to buy them. Recently, a new lady's vest was set up in the Chuang Chuang store, priced at 25 yuan, while the same quality and similar style was priced at about 79 yuan in his store.

Ye Guofu once told Lei Jun that the goal of creating famous products is to sell products to 1/3 of the same price, others sell 100, I sell 30, others sell 30, I sell 10 pieces, can not be three times cheaper than others, and the impact on customers is not enough, so that customers can not scream.

He said his biggest hobby is shopping -- he usually goes shopping.

He invented a word: "customer expression index": he often observed in the store, a customer bought a single face to go out of the shop the five or six steps of the facial expression, if you toss the shopping bags on the side of the goods show happiness, it shows that the purchase is very good, indicating your.

Feasible, if expressionless or difficult to show, he is suspicious of this shopping.

"The core of business success or failure is the 5 steps away from the checkout counter to the doorstep, the expression on the face of the consumer, the moment when customers choose the goods to reach their hands, they decide the life and death of an enterprise."

Ye Guofu said that in fact, there is no deep theory in business, and the most essential thing is to see and satisfy customers.