How To Sell Billions Of Famous Brand Products?

1 pieces of goods 10 yuan, 1 years to sell 10 billion!

I want to talk about this company today.

"Name creation and superior quality"

An amazing and cheap daily merchandise leisure department store chain.

Some time ago, a Danish ten yuan explosive shop, Flying Tiger, was founded in Copenhagen in 1995. In recent years, it has been developing fiercely and has 630 stores worldwide, averaging two weeks in a week.

If the old "ten yuan explosive king" is the Lennart Lajboschitz of Flying Tiger, then the wave of the new wave is undoubtedly the name of Ye Guofu.

Ye Guofu's name creation and superior products are more fierce. Over the past three years, there are more than 1800 stores in the world, with an average of 1 days. In 2016, the revenue was nearly 10 billion yuan.

Today, when the physical stores are generally seen to be on the decline, the expansion speed and huge revenue of famous brand products are amazing.

It has to be said that this is a brand that thoroughly studies human nature.

A 90% product "made in China", "Japanese brand".

We know that most of the products are made in China.

But in the impression of ordinary consumers, it is a pure Japanese chain brand, and this kind of cognition comes from the wealth of the founder.

Ye Guofu, who has rich experience in Entrepreneurship and has worked for more than ten years in the physical retail industry, is a witness to the rise and fall of the industry.

In the course of studying and learning in Europe, America, Japan and South Korea and other developed countries, he discovered by accident that there are many "department stores" which are rich in products, cheap in price and good in quality, and most of the products in the shop are made in China.

Ye Guofu, who was aware of market opportunities, quickly began to act.

From leaflets to vouchers, they are full of Japanese style.

Almost all products are printed in foreign languages.

Brand name, logo, shop decoration from scratch to the foot.

During this period, he was introduced to a Japanese designer named Miyake Junya by his friend, who communicated with the two many times, finally finalized cooperation and co founded a famous brand (Japanese registered). The English name was MINISO.

He himself became the global co-founder and CEO of the brand.

If we really say from the "blood line", the name brand is a Japanese brand, so it doesn't seem to be a problem.

Although it has yet to get rid of its "Shanzhai criticism", it is undeniable that the packaging quickly laid the brand foundation and tonality of the famous brand, and for the public, it quickly accumulated brand awareness and gained the trust of users.

One of the founders is a "ten yuan explosive king".

Ye Guofu, the global co-founder of the famous and excellent products, is an outstanding "ten yuan explosive king".

General "ten yuan shop" is the case, the name of the best products in Beijing stores are in the MALL inside.

A retail shop, known for its low price, actually ran into the very expensive MALL, which is very expensive.

How can a store with a low price per user cover the ultra-high rental cost in MALL?

This is the biggest difference between famous brand and other brands -- Explosive grade flow.

10 yuan detonating products for offline flow

How much is the flow of famous brand products?

Basically, the traffic in MALL will be attracted to the store.

And responsible for attracting traffic, that is, the "ten yuan explosive" of the number of famous excellent products.

These "ten yuan explosive" price is really able to facilitate pactions, low to do not buy you will feel the loss!

So once a lot of people are attracted to enter, just go around, almost one hundred yuan out.

At the same time, the "ten yuan explosive" brought about the huge flow, so that the name of the best quality products can rely on higher than the number of peripheral stores to ten times the "high frequency turnover rate" to get profits, covering the high rent in the MALL shop.

Last year, a total of 600 stores were opened at home and abroad, and eventually 1800 stores were located in the world.

The successful market is not only in developing countries such as Philippines and Malaysia, but also in developed countries such as the United States, Canada and Singapore.

For example, in Australia, the name of the top quality products is not only in the form of two shops open at the same time, but on the same day, the guests who congratulated him on the occasion gathered in the two circles of Australian politics and business.

Behind the crazy expansion of the famous brand product of knife brother, it has its exclusive secret:

1, do not earn money by selling products.

The essence of products is not products, but traffic.

Use high-frequency flow to cover all costs and pay close attention to profits.

It is easy to be fascinated by the colorful and colorful products in the store, which is summed up in three characteristics:

1, all small objects are classified according to categories and functions, and the layout of shops is clear at a glance.

2, the same function of small objects, provide a variety of color selection, design intimate;

3, customers do their own shopping. All kinds of goods on the rack are complete. They will not be guided by "tight pressing" and no pressure shopping.

Ultra low prices allow consumers to make decisions based on decisions, like buying and buying.

In this way, the goods will be stored in time without any inventory disaster.

2, the core is export suppliers.

We can't solve the problem of customers' traffic.

The average 200 square meter store has 3000 SKU models, and the product renewal cycle is only 7 days, and about 500 to 1000 new products are developed every month.

"Such as rich variety, strong sense of design, excellent quality and low price", such a supply standard requires high quality of the suppliers themselves, so Ye Guofu went into the pit early and encountered quality problems.

But later, Ye Guofu solved this problem in a very important way.

"Export suppliers"

The best and most powerful supply chain in China is those specializing in export.

"MADE IN CHINA" has already gone out of the strange circle of "low quality and no guarantee" at the beginning, but has become a genuine "China made product", and all the world's top suppliers are Chinese enterprises.

Why can famous brand products be replicated on a large scale?

It is because Ye Guofu has built up a platform to attract a lot of excellent export suppliers to ensure the quality of the products.

In the early days of Ye Guofu, he often took core members to attend the Canton Fair. Why? He chose the core and high quality overseas suppliers.

The solution of this problem played a decisive role in his duplication and detonation. Even for a long time, Ye Guofu took this as his core secret.

Now, the supply chain of famous and high quality products has been formed through continuous improvement, and the other link "selected products" has formed a vital ecological chain for the brand.

In the selection of products, Ye Guofu set up a professional product design and buyer team, concentrating on developing new products and discerning user needs.

On the supplier side, just one example, many suppliers of famous and excellent products are suppliers to UNIQLO, and the high degree of guarantee in product quality can be imagined.

These export suppliers have made the famous brand excellent products even after "amazing low price", and even have quite good design sense and quality.

3, light assets explode heavy assets

The third point is that the essence of famous products is light assets to explode heavy assets.

Why do we close so many stores on the line? In fact, the heavy assets have been eliminated.

Famous brand products can develop so fast in the world, thanks to the light asset model.

The mode of creating famous products is a so-called "financial" buyout mode. The so-called financial category is simply to use the franchisee's money to open their own stores.

The franchisee only needs to invest, and does not need to participate in the daily operation. The return is that it can get the cash pfer of 38% of the day's earnings of the day before the day.

Moreover, the famous and excellent products provide all suppliers with "buyout system supply and 100% punctual settlement" service. Both upstream and downstream partners have established a good reputation and image, enhancing the viscosity and durability of cooperation.

Although franchisees really do not have any business rights, but in turn, they also lower the threshold of franchisee. You can understand it as a "silly alliance".

The idiot here is not derogatory. Just like we say stupid cameras, even if you don't understand the retail business, it doesn't matter. As long as you are willing to invest, you can join in.

In this way, name creation products can expand rapidly, and franchisees can enjoy the benefits of bottom protection.

Therefore, the name and create superior products are actually small object supply chain and store management capability, which is the management of "software".

This is a truly light asset model.

Comment

Of course, in the view of Dao Ge, this product is not without danger.

In order to ensure the quality of products, all the famous and famous products are exported suppliers, but he insists that the quality and the low price of products must be parallel, so how to win with suppliers is a big problem.

However, with the large volume and large sales volume, the ability to control and negotiate the supply chain is increasing, and it should be able to solve this problem.

This $10 eyeliner is said to have sold more than 100 million.

The danger of famous brand products is the rate of repeat purchase.

Ye Guofu is a line of flux master, now the line business is not good to do, how many department stores closed business, and Ye Guofu this person through three measures to achieve the global viral growth:

1, ten yuan explosive products

2, fool style Alliance

3. Export suppliers

He grabbed the "Gao Ge Ge, low price" things can fire this market demand, solved the traffic cost too high, the biggest problem under the line.

But this is ultimately a matter of low price, whether consumers are willing to buy it again, and whether the repeat purchase rate can be sustained is the biggest challenge.

"This year, there are 600. Can we open another 600 next year?"

Only this doubt, if it can be opened next year, is very strong.

Of course, in any case, the experience of the development of the "low consumption market" and the ability to get the flow under the "low consumption market" is worthy of all the founders' consideration.