Jingzhou Edition Yang Xiaoyun: Playing Online With Fashionable Personality

The name of Zhang Lihong: the age of 27 years old: the age of Hubei: Jingzhou, China: the position of Jingzhou, China: the founder of the rice fashion shop (shop), the founder of the company, is on the Taobao. If you search the store according to the key word "MEDA", the first grade shop is the shop of tension Hong.

As the first group of online shops in Hubei, Zhang Lihong has already had considerable income, but is still planning to integrate and expand, and is confident of his plan.

In the eyes of friends, Xia Lin is a small and stylish tension Hong. In his friend's eyes, the ordinary family has always been very good and hopes to achieve his goals by his own ability.

But she felt more like Yang Xiaoyun: she gave up some choices for the purpose of real life.

Speaking of the initial entrepreneurial motivation, she said she was just trying to help her boyfriend finish graduate school, and to do it more smoothly, and now it has become a professional business person.

In the early days of the opening of the online store, Zhang Lihong failed to make ends meet.

She graduated from graphic design in Wuhan University of Science and Technology in 2004. She worked as a middle-level supervisor in a color printing company.

After more than a year of work, Zhang Lihong gradually lost his sense of life: should he be an excellent worker or pursue a higher goal?

During this period, she resigned from the company for the 3 time, but was invited back by the company for the 3 time.

In early 2006, she and her boyfriend, two people wanted to graduate, but this would break the source of their lives.

"I think his personality and profession are more suitable for further education, so let him take a test."

Zhang Lihong gave up her chance to her boyfriend and took the initiative to start his own business.

At that time, a friend sent her two books about online shop, and there were many successful cases in her shop.

In March 2006, she entered dozens of dollars from the Hanzheng Street Trinket market, and officially became a boss. "Choosing to sell jewelry is really helpless because it is the lowest cost of all goods."

She has always remembered her first customer until now, a Zhejiang girl named Xu Huating.

On the third day when she opened the shop, after lunch, the other party sent messages to see one of her old vests.

Although not her main commodity, she was very happy to sell her beloved baby at a price of 10 yuan.

"At the very beginning, businesses are excited to sell every item, but after a long time, they feel that their business is really bad."

After 3 months' online store, tension Hong got credit rating from the first diamond (250 customers).

Inventory of hundreds of dollars per month of poor profits, tension Hong Yue do not have the confidence.

In August 2006, it was impossible to maintain living expenses by opening online stores. Zhang Lihong started working again.

The new job is to be a planning manager at a liquor trading company with a monthly salary of 5000 yuan, but the job is not easy to do.

"Every time I go to a bar or a place of entertainment, I feel that what I am doing is out of line."

After a month's work, Zhang Lihong changed his mind and picked up his online shop again.

"Young" is easier to adjust to the fashion and character card, making it popular. From August 2006 to September, it is the most difficult month for tension Hong Kai shop.

"Difficulties come from two aspects. First, I am puzzled. I am always thinking about the reasons why I am not doing well, but I can not find any key points.

Two, the pressure of life is relatively large, and it has been "subsidized" by parents for several months.

When Zhang Lihong visited a large number of other online shops, she began to realize that online shopping is new, and online shopping is mostly a young fashion crowd.

And the products she sells are so popular that anyone can buy them at the street store.

If we want to make a breakthrough in business, we must choose more "tricky" products.

"I have set two principles for the newly designed product: uniqueness or fashion.

That is to say, these things must be hard to get under the net, and they are very fashionable avant-garde.

According to this standard, she began to search for goods in Hanzheng Street in the summer of Wuhan.

One day in the first month of 9, she passed a humble bag shop, and her eyes shone brighter. The bags in this shop, which were not deliberately arranged like other stores, were stacked randomly, but the style was very fashionable, very similar to the latest "Ruili" magazine.

"When I was picking goods, I was so excited that my mind was full of thoughts: I must use the most fashionable and avant-garde language to pack and publicize them, and the adjectives are jumping up and down."

Zhang Lihong could not describe how he felt when he finally found his goal.

"For the first time, the boss heard that I was a shop owner, and I didn't give it to you."

Zhang Lihong bought 5 bags at retail price.

3 days later, Zhang Lihong came to the store and took out 700 yuan in front of her boss. "This is the 5 bags sold, and 10 more."

The boss's attitude turned 360 degrees and recommended to her nearly one thousand yuan at a time.

The boss didn't know that when he got home, Zhang Lihong invited several students from the design department to take photos of the bags and set up his favorite name.

Just an hour later, a local lady in Wuhan sent a message and asked, "is this bag picture taken in kind?

How did you cut it from a magazine?

Zhang Lihong secretly pleased that this effect is needed.

After some bargaining, she sold the first bag.

Second days after the arrival of goods, the other side bought two, is for colleagues to buy.

In order to embody fashion, she often appears "cool", "rough", "super hot", "super praise" and so on. She also applies product name protection at Taobao headquarters.

That is to say, if other shops use similar names, they must be approved by her, otherwise they will be suspected of infringement.

In that month, Zhang Lihong's sales exceeded 10 thousand yuan, and is still increasing rapidly.

A lot of customers take photos immediately after opening their mouth. Only a small number of people ask for a price without making a deal, and their old customers bring many new customers later.

"Young", "what kind of hats" have crossed the "60 yuan" apartment, which is a small apartment. The outside is a studio plus a warehouse plus a photo studio plus a kitchen restaurant, and the other bedroom is a living room.

In the evening, the sofa is laid down and bedding is laid, which is the big bed of Zhang Lihong and his cousin.

"Open shop is actually very hard, purchase, delivery, customer service, take pictures are almost me, in addition to eating and sleeping, occupied all day."

Zhang Lihong said.

There are still many details about her. Xiong Wenwen, her cousin, told reporters secretly: "when buying, the elder sister takes three big bags, and each bag has 20 bags, which is heavier than her weight.

She was not at ease to put the bag down the stairs, so she took one of the left and right hands, tied another one on her body, and took a few steps to rest. She simply moved three bags onto the eighth floor.

Looking back on these days, Zhang Lihong said, I feel that there is a passion for struggle, which is very good and substantial.

In July 2007, a colleague who opened a shop found tension Hong. The other party mainly sold clothes, but also sold some bags and asked her where to get the goods.

Thinking of the different priorities of their respective businesses, Zhang Lihong didn't care about it, and he made a clean breast of the location.

A month later, Zhang Lihong found that his sales volume dropped sharply, and the old customers asked if she opened a branch online.

Zhang Lihong puzzled and asked, the original shop selling clothing also began selling bags, and the slogans used were very similar to hers.

No agreement can be reached after negotiations with the other side.

Seeing that the sales volume has shrunk by nearly half, Zhang Lihong is very anxious. "I was very angry at that time, I thought of Taobao headquarters to complain about her, but I thought it would be worthless to make a big noise."

In fact, Zhang Lihong did not completely attribute the responsibility to the other side, and found that there are also problems: the supply of goods is single and can not cope with competition.

She decided to look for new sources of goods.

After more than half a month in Guangdong, she soon picked up another 3 stores as a new way of buying goods.

"Guangzhou is located at the source of production, the price is cheaper, and pportation is responsible by the manufacturer."

After she came back, she reorganized the shop and opened it up again. The result was obvious. After half a month, the sales volume of the shop increased rapidly, and the monthly income in the following months was tens of thousands of yuan, surpassing the previous level.

"Young", "more passionate," and "online shop" also needs to make a chain of Zhang Lihong. When it's time for spare time, she likes to cook. "Fried steamed bread tastes too monotonous. She would rather trouble making fried eggs with fried eggs."

This kind of effort, she also used in the shop.

"The biggest difference between a shop and a physical store is that the platform for displaying the goods is different. The entity store can provide a place for people to choose freely and compare freely.

But how can we choose and compare products in online stores?

The key is to rely on pictures.

How to make the picture beautifully, but not divorced from reality, is Zhang Lihong's most demanding brain.

However, the tension plane in graphic design is strong.

At first there was no equipment. She asked the photographer's classmates to help each other. Every product had to be repeated lighting, changing the angle, and adjusting the distance. Dozens of products were photographed. It often takes a whole day.

This is a complicated ring for the camera.

She said that she was casual at the same time, but the business was much worse. "For the shop, the quality of the photos will directly affect the customer's purchase decision, which can almost reach the weight of 30%."

Wang Yantang, her old customer, said, "at first I thought that all the pictures in her shop were cut from professional magazines. When she said they were all her own pictures, the models were her own, I was shocked, and I fell in love with those bags."

This year, Zhang Lihong has always had a new idea to break through the existing scale of development.

She said mysteriously: "I have a plan right now, that is to realize joint expansion through the integration of many online stores.

But the details are secret.

When you see me again next year, maybe the scale has expanded several times. "