Urban Beauty Prices Fell To 1 Yuan, Do Not Understand Women'S Heart, Or Will Not Do Business.

This Fujian man was once the best woman to understand.

When he was 20 years old, he was a security guard. He opened a company at the age of 23. He was 37 years old. He held hands with the national goddess Lin Chiling. He was not listed at the age of 40 and was worth nearly ten billion.

This person is the founder of urban beauty Zheng Yaonan. Hard struggle for 20 years, let the city beauty brand fire all over the country, let countless women wear city beauty underwear. 20 years is a long time, but at the age of 40, success has to be envied. This is probably the only male who can justifiably say "I earn a lot of money by women".

Nowadays, urban beauty seems to be "old yellow flowers" in the eyes of women. Once, after the listing of the more than 7000 stores, the shop signs were paved with dreamy pink, but since 2015, nearly 2000 have been closed, and 2019 has lost 1 billion yuan in earnings.

Zheng Yaonan tried every means to restore the image of "beauty" of youth, replacing Lin Chiling, a mature goddess who married a woman, and opening a young and energetic girl Guan Xiaotong. He is also willing to "stir" his position as a president and make a distinction.

Zheng Yaonan, do not understand women's heart, or will not do business?

　　 The birth of urban beauty

　　 WAL-MART's security, found underwear business opportunities, "hand in hand" Lin Chiling after listing

At the age of 20, for most people, they are young and energetic. Zheng Yaonan is no exception. He graduated from polytechnic school. He spent hundreds of dollars and went to Fujian alone from Gutian, Fujian, and gradually stepped into the era and commercial draught.

At first, he went to WAL-MART to interview. He was just a security guard. Suddenly, one day, he found that a small bottle of cosmetics could sell hundreds of yuan. This reality deeply stimulated Zheng Yaonan's nerves, and he began to work harder to pursue business opportunities and marketing experience. In this world's top five hundred store, Zheng Yaonan carefully studied sales, product marketing and management.

2 years later, he finally saved enough money to open a cosmetics shop. Luckily, the business was very good. Zheng Yaonan quickly opened several branches and made the first one million of his life.

However, it didn't last long, and he took up other industries and joined bookstores, stationery shops and restaurants. But the widespread spread of the net did not bring him all the money, or even made him lose his previous losses.

Zheng Yaonan was very heartache about his business losses and looking for new business opportunities everywhere. And the emergence of new business opportunities, just like God left him a secret book of martial arts, so that Zheng Yaonan from now on, the source of wealth is rolling, and eventually become a listed company chairman.

One day, on the street in Shenzhen, he happened to notice a pedlar selling underwear. In a short span of a hour, lots of pieces were sold, and girls poured in and surrounded the little paving, picking and buying. Let Zheng Yao Nanning again feel the purchasing power of women, and feel more business opportunities for women's special products.

He came up and asked, "is business so busy, so good? Does it make money?" the vendor laughed, "not too much, but more than 1000 in 1 days." In the streets of Shenzhen in 1998, you can make more than 1000 a day!

Under this circumstance, hawkers' words are like those who are hidden in the marketplace, pointing out their confusion, which has brought great impact to Zheng Yaonan. Surprised, he quickly responded to the impact, as he saw the cosmetics decided to open shop, he immediately through a series of research and preparation, launched the price of the people, the quality of "city beauty." At the same time, he seems to be afraid of being "idle about nothing" because he has given up his original cosmetics shop for underwear.

In 1998, the city beauty who changed Zheng Yaonan's fate was born.

14 years later, he "hand in hand" the national goddess Lin Chiling as the brand spokesperson. The urban beauty has been in the limitless scenery for a while. Since then, the retail sales of urban beauty have been ranked first in the domestic underwear market. The market share is 3 times the market share of the second enterprises, and the total market share of the latter 4 enterprises. In the past 2 years, city beauty came to Hong Kong to become the "first strand of Chinese underwear". This year is 2014.

This is the historic moment of urban beauty. When it comes to the summit, the company has 7026 stores, 6049 of which are franchises, and the market value has exceeded 18 billion. Zheng Yaonan is also a city beauty, boarded the Hurun rich list, the value has reached 8 billion 500 million.

Zheng Yaonan, by virtue of this "beauty", became the king of Chu in the underwear kingdom.

　 "Overlord" loses "Yu Ji"

　　 Close more than 2000 stores, replace the image with the youth spokesperson, the founder fried himself.

I don't know if business is really hard to do or enjoy success. Zheng Yaonan is gone.

In August 19, 2019, Zheng Yaonan retired president and hired former Adidas senior vice president Xiao Jiale to take over.

In 2019, the urban beauty revenue net profit double slide. The company announcement shows that as of December 23, 2019 profit warning, urban beauty will lose no less than 980 million yuan in 2019. In the first half of 2019, the total revenue and operating profit of urban beauty declined, and operating profit dropped by 81.6% compared with the same period last year.

Huge losses of nearly 1 billion, outside the uproar, the storm hit, are reflected in the stock price. As of March 5th, the price of urban beauty was HK $1, and the market value was only HK $2 billion 229 million, which evaporated more than HK $10 billion at the peak and shrank by nearly 90%. But the decline was not made in one day. When we reviewed the listing, the first day we landed on Hong Kong stocks, the stock price was HK $3, and it fell to HK $1 in 6 years.

The urban beauty probably cried out: save yourself, save yourself, and save yourself!

After consulting with Boston consulting company for a long time, the company announced that it had to carry out the transformation plan. Among them, including replacing Guan Xiaotong as spokesperson, creating a new theme. In addition, the company also announced the opening of a shopping center with "family concept" as its theme, opening a close fitting clothing store with a brand new image.

It's really effective to turn off Lin Chiling, who marries a woman, and start a younger traffic star Guan Xiaotong?

Most of the urban beauty stores come from franchisees, and the main operators are divorced from brand control. Many management methods can not be implemented, or even affect the brand image. Under the relevant articles of urban beauty, many users have commented on Tucao, the stores are in disorder, the goods are in a mess, and the quality of products is mixed. Early crazy expansion brings stunning and beautiful data, and now it is more "blind".

At the same time, ZARA, UNIQLO and other design styles younger, updated faster fashion brands rise, urban beauty is more "aging".

If the urban beauty is Zheng Yaonan's "Yu Ji", which symbolizes his overlord status in the underwear market, if he loses the "Yu Ji" standard, is Zheng Yaonan still a king of overlord?

Since 2015, city beauty has closed nearly 2000 stores, and sales have been declining. It is like a horse that can't run, so people don't know how to rush.

The president of the abdicated position, seeking help from Boston consulting company, Zheng Yaonan, who once had a great view, cried out in his heart that "when he tried to pull up the mountain, he would be unlucky."