Adventures Of A Full-Time Wife

Beauty and weight loss are the careers that women are poor in their whole life.

And Chen Guang, a seemingly fragile woman, the head of the beauty international beauty group, used the women's heart of love to start a business successfully.

Last week, we got $15 million of venture capital from Yangzi capital Capital Management Limited (hereinafter referred to as "Yangzi capital").

Become the first public beauty company to introduce venture capital in China.

In the early days, Chen Guang was engaged in immigration study. He married in 2000 and came to Beijing with his husband.

She could have been a full-time wife. She was not willing to be gentle, but she had learned to make up.

A year later, she set up a beauty salon.

For her "toss up", her husband's attitude is: anyway, the cost of buying flower makeup products every year is also very high, so you don't have to pay for it yourself.

At the end of 2001, a more than 600 square meter beauty salon was set up at dawn, 1 shopkeeper and 6 beauticians.

"I am very kind to them, and I always tell them that I do not understand anything, I rely on them."

But I did not expect that 6 beauticians would resign in less than 3 months.

At the tips of the shop manager, morning light discovered that even if nothing was understood, it could not be said.

After reconsideration, she became a cosmetics agent in Beijing when she insisted on being a beauty salon.

She registered the company in June 2002 and introduced Canadian beauty products technology.

From the introduction of brand to self created brand, so far, the United States has more than 1600 stores in the country.

In the year of 2001, Chen Guang was preparing to promote a thank you meeting in celebrity hotel after acting on a brand product in Guangzhou for half a year.

The manufacturer did not support it and felt it was too expensive.

The lack of support from the upstream company made Chenguang an idea of promoting itself.

At this time, she has already touched the thread of the industry and began to develop franchised stores. In her view, the franchisees can expand their sites rapidly.

She went to different places to promote products in person.

At one time, 4 beauticians went to the Xianghe beauty salon for promotion. They lost their way. The weather was not good and heavy fog. "4 beauticians were all scared to cry." they didn't get home until two o'clock in the morning.

The sales promotion was late, but it was very successful. From then on, she began to make it clear: beauty salons take 10 thousand yuan of goods, she can take a small team to help sell for 3 days.

It is through a tough character that she has overcome the difficulties of her early career.

With the original immigration relationship, Chenguang introduced the beauty technology of a Canadian company.

At that time, however, the company only sold recipes.

So Chenguang began to create its own brand and set up factories in China.

At present, the aesthetic products are imported from Canada and packed in Guangzhou.

It is reported that the annual output of the plant in Guangzhou is over 1000 tons.

Until June 2002, Chenguang registered its aesthetic value with 500 thousand yuan.

What did not happen to dawn was that the bigger test was still behind.

The huge investment of funds, complex preparations and unknown prospects are a great challenge to the then dawn.

However, under all these pressures, another storm - SARS struck.

For a time, the morning light was caught in a dilemma: on the one hand, the aesthetic chain headquarters had been doing business for several months in a long time, but it was not a single business, and the money invested was decreasing day by day.

Her family and friends persuaded her to give up, but she said, "I can't bear to let them go all the way, so I can convert my only $100 thousand to RMB at that time."

After a few months, the haze of SARS dissipated, and the insistence of the dawn was rewarded.

At the end of 2005, she founded another high-end brand of the company: Orla.

It is always a headache for an investor who has just run a beauty salon.

He summed up his experience and lessons in running a franchised store. Chen Guang set up a complete business model of "brand + technical support" for the franchisee, providing comprehensive assistance to downstream franchisees, including location selection, store layout design, recruitment beauticians, training beauticians, supervision and help business, customized business plan, personalization, etc.

All the aesthetic stores require unified logo and unified main color.

On this basis, store owners can choose their own decoration styles.

Unlike other franchises, it does not accept affiliate fees, and only charges for products.

Chenguang claims that the cash flow of beauty is divided into three parts: the first product, the supplement, and the training of additional personnel costs.

It is reported that the purchase of aesthetics is different from the first product of aureliera, ranging from 25 thousand yuan to 300 thousand yuan, while Orrera has 100 thousand yuan, 300 thousand yuan, and 500 thousand yuan.

The number of training beauticians for each grade is also different.

Chen Guang pointed out that the cost of training extra personnel is only a small part. That is to say, the cash flow of aesthetics is almost entirely derived from the payment of goods.

Can this mode build up cohesive force between the franchisee and its headquarters, so that the downstream businesses can maintain high loyalty?

In this regard, it seems that the morning light is not worried at all. "Our continuous track and continuous education efforts are great. The franchisees only follow us to get bigger profit margins."

She also said that the beautiful touring supervisor runs outside all year except for training and guidance, and checks regularly.

In view of this, Zhou Jiaming, chief representative of Yangzi capital Beijing, also said that Yangzi capital has examined many aesthetic stores and found that its guidance to franchisees is particularly strong.

Under such a system, beauty has also made a special business model: helping flagship stores develop rapidly to the next level of chain stores.

At present, more than 70% of the agents have been upgraded from flagship stores, and many millions of entrepreneurs have been generated.

In the ceremony signed with the Yangzi fund, Chenguang said that financing will be mainly used for enterprise operation, research and development of new products and "joining the direct operation" plan.

Among them, the affiliate direct plan is a new measure to improve the management ability and profit level of the franchisee.

In 2004 ~2005, the profit of aesthetic degree increased by 300%.

It can be said that the aesthetic mode of business is, in a sense, a concept of "multiplying and compounding".

The next BELLE?

A friend who works in a stock exchange says that your company can go public.

So in the course of a year and a half, dawn contacted all kinds of VC companies and spent 6 months negotiating with Yangzi fund.

"Beauty will become the next BELLE."

For the goal of listing two or three years later, Chenguang is confident.

The 1600 chain stores in 26 provinces and municipalities in China are mostly franchisees, but the link between franchisees and franchisees is products, not services.

It has always been the focus of the debate in the industry.

In fact, this is related to the dependence of franchisees on the system. Many franchisees have learned the way of operation and gained profits after operation. Because of their independent accounting of their finances and their allies, it is easy to conceal their financial status from upstream enterprises.

Chen Guang believes that aesthetics is based on products, so there is no such contradiction.

In the aesthetic profit model, the headquarters earn the profits of the products, while the chain stores earn the sales profits and service profits generated by the products according to the sales promotion plan of the headquarters.

Everybody eats each cake, the franchisee does not need to abandon the headquarters purchase channel, also has not concealed the financial necessity.

Now, the dawn has greater ambitions: in addition to completing the five offices of Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and the gift center, we also need to run 5 beauty schools and establish online mail order channels.

Among them, the establishment of online mail order channel is very popular recently.

The sales terminals of the 1600 beautiful stores are facing a large number of high-end female customers, and their network can become headquarters distribution channel at any time.

In addition, aesthetic products such as cosmetics, underwear and accessories are also being researched and developed.

Now, her husband's attitude towards his wife's business has changed, and she found it was "big business", which in turn helped her a lot.