Ye Guofu: Sales Are Not Good Products Are All Problems.

In January 16, 2016, Guangzhou gymnasium No. 2, more than 300 round tables were arranged vertically and horizontally. Such a big battle was not the local government's reception here. It was held by a company called the SimMan holding group.

Ye Guofu, the founder of the Zeeman holding group, is proud to tell reporters that there are few enterprises in the stadium, and fewer in Guangzhou.

He believed that at least several conditions should be met: many people; strong enough; willing to spend money.

At the annual meeting of Zeeman, more than 3000 people came, but that was less than 20 thousand of the total number of employees 1/6.

I am afraid that the most impressive event is to hold an annual meeting in the gymnasium.

At the annual meeting of Huanglong gymnasium in Hangzhou, Ma Yun dressed up as snow white on the stage.

Ye Guofu, wearing a suit, white shirt and headset, stood at his home and had a dialogue with Ma Yun: "can you find the person you know on the big screen? This is the big picture of a few days ago (January 14th) after an internal meeting in Hangzhou, and behind me is Ma Yun, and Shi Yuzhu and Feng Lun."

At this moment, I am afraid Ye Guofu, a young man 18 years ago, did not dare to think about it.

At that time, because he could not afford to pay tuition, he had to study in secondary vocational schools. He went to work from Shiyan Railway Station in Hubei and left behind sacks.

That year, Alibaba founder Ma Yun and his eighteen Lohan failed in the two venture in Beijing and were ready to withdraw to Hangzhou.

Dou Na, who sits at the front row and the most central table in the front of the stage, is currently the director of commodity center of the Simon Group. He was born in 1984 in Qianjiang, Hubei. After 2005, he followed Ye Guofu. I am afraid he can understand Ye Guofu's inner pride best.

Ye Guofu even thought that 3 years later, his business empire would earn 60 billion yuan annually.

His bottom line comes from the success of the company's chain retail brand name and excellent products: "it can open 1100 stores in the world in two years, sales exceed 5 billion, third years target is 10 billion, and at the same time meet sales scale, shop number and area three dimensions, at present there are no second teams in the world, there are no second teams."

Export to domestic sales

Take a group to visit Japan and Korea. I'm afraid that's a lot.

Accessories, etc.

And retailers' founders will do things, but not many of them will be able to "copy" a business model and quickly experiment.

In the past 2012-2013 years, Ye Guofu, Dou Na and other core companies often went to the United States and Japan to investigate new projects. "I don't buy things in China, but I buy a lot of things in Japan and Korea."

Dou Na said that the layman certainly felt that the quality of things in Japan and Korea was good and the prices were low.

"Why do we develop products that do not always feel the same color and quality? Where is the difference?" Dou a research found that the problem is different from the docking factories, and factories supplied to Japan, Korea and other foreign suppliers do not supply domestic enterprises.

"China is really very strange, the same product, foreign merchants to purchase, the price may be 5 yuan, if Chinese enterprises to purchase, quote 15 yuan."

Ye Guofu told reporters that the core reason is that the business mode of foreign trade is simple and safe: Korean, Japanese and other foreign businessmen send the design draft to Chinese factories, factories are designed and processed, and foreign businessmen open the letters of credit and deliver the goods with one hand.

And the cost of doing business with domestic enterprises is high. A foreign businessman once told Ye Guofu the story: ten years ago, a dealer in Xi'an took the goods with him. The first two credit was very good, and the third time he took 1 million yuan to run the goods, and he never resolutely refused to do any domestic trade.

"To do business in China, to sell things is not a skill, but to get money back."

Ye Guofu told reporters that the pursuit of money involves the business of Chinese characteristics such as entertaining, dining and bribing, and many foreign businessmen "can't make it".

Ye Guofu is keenly aware that it is a huge business opportunity to sell these foreign trade products specially designed for foreign businessmen, such as Japan and South Korea, to the brand of Japan and Korea (UNIQLO, Muji, Da Chong, etc.).

This business acumen is Ye Guofu's long-term business training.

In 2004, he heard that the daily income of the 10 yuan jewelry store in Guangzhou Beijing road pedestrian street was twice as high as that of its cosmetics shop. He immediately copied it and opened a business in Foshan.

Ye Guofu said that the Canton Fair did not receive Chinese people.

Dou once visited a factory booth at the Canton Fair, and the toothbrush in the factory was very beautiful. The boss said to her warily, "you are here to study, are you better than your family?" Dou did not speak, pointed to the plation nearby, spoke to him in English, and immediately offered a warm offer.

Ye Guofu jokingly said that in the Canton Fair, mute is the upper class.

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In order to achieve "domestic sales of foreign trade products", it is best to have the identity of a foreign businessman.

Ye Guofu introduced a Japanese free designer three Zhai Shun through his friends' introduction.

In July 2013, Ye Guofu decided to make a partnership with three house Shun, decided to open the first store in November. In August, Dou Na began to prepare for the product, while Ye Guofu was preparing for the store decoration, shelves and design, while she was in Japan's registered company, and received the license in September.

Ye Guofu does not deny that the name of the best quality products registered in Japan, does help to open up the supply chain of foreign trade.

With the status of Japanese enterprises, Dou alone recruited nearly 40 people's product teams and went to factories to talk about foreign trade products.

Dou Na has more than 10 years' supply chain of small commodities, and when he first started to do it, because of its small quantity, it still ran into a wall every day: many factories insisted on doing foreign trade instead of domestic sales; some factory owners felt that domestic sales were too fast, and the products were not competitive when exposed.

At this time, not only Dou Na, even Ye Guofu often talked in person.

When there was no way, they had to buy some products from IKEA and other platforms.

In November 1, 2013, the first specialty store opened in Jianshe Road, Huadu, Guangzhou.

It's a suburban store. The first batch of products on the shelves is not ideal, but the market feedback is very good: the first day's revenue is 14 thousand yuan, second days 16 thousand yuan, third days 20 thousand yuan.

What is the concept? Ah, ah, the average daily sales of the same location is 5000-6000 yuan, the best store in the country can do that.

"A lot of middle-aged people and young people go in and spend 100 yuan to buy a big bag. They can't carry it. They are very happy when they pay the bill," he said.

Dou Na and Ye Guofu felt that this was a head start.

Bad sales are all product problems.

The reporter once visited the Jian Wai SOHO store of Beijing Jianguo Road.

The store is located at the B exit of the Tai Wang Road subway, 30 meters away from the right direction, next to a weekly black duck store.

Jian Wai SOHO is a small company gathering place, the majority of office workers and young girls.

The shop decoration style of famous and excellent products is somewhat similar to that of UNIQLO and Muji. The commodity packaging is written in Japanese, most of which are priced at 10 yuan and 15 yuan. Cheng Xiangping, the shopkeeper, told reporters that the 197 square meter storefront had a total of 3000 SKU, most of which were "miniso" brand names, which were divided into 9 categories: cosmetics, food, ornaments, creative home, life department stores, digital, stylistic gifts and seasonal products.

Isn't this the upgraded version of the 10 yuan store? It's very refined, can it make money?

People who share the same ideas are not just journalists.

"Ming Chuang opened a shop in my hometown. I went to ribbon cutting, and many leaders couldn't understand it. He said," you sell 10 yuan, all of which are counted as 10 yuan in profit. What money do you make? But he forgot how many people pay for it every day. The average shop in the first tier city has 2000 people on average, and the price of the guest is 30 yuan, which is already 60 thousand yuan. "

Ye Guofu said, "many famous clothing brands do only 200 thousand of the month in the top shopping centers."

The biggest cost of chain retailing is manual and store rentals.

Take Cheng Xiangping's shop as an example, 197 square meters, the rent is 20 yuan per square meter per day, about 120 thousand yuan per month, the total number of employees is 13, the monthly salary plus performance cost is 6-7 yuan.

Sun Wei, CEO, who once opened more than 1400 cosmetics chain stores, was very concerned when Ye Guofu first opened the first batch of famous luxury products stores in Shenzhen, Guangzhou.

He told reporters that clothing, bed products, cosmetics and other brands opened real chain stores, its gross margin will be between 45%-50%, and like the name of the best products such shops, rich in category, the turnover will be relatively high, gross profit will drop appropriately, "bottom line is 25%".

If calculated by 25%, then Cheng Xiangping's shop has a monthly turnover of 1 million 200 thousand yuan and a monthly gross profit of around 400 thousand yuan.

How to make high turnover is the core of the operation of famous brand products.

Ye Guofu told reporters, because the name of the store is basically open in the community, subway, shopping center, tourist attractions and other places where the traffic is relatively high, so the key to sales volume is good on the product.

There are a complete set of product strategies for famous brand products.

Category "pinch": according to Dou Na, there are three principles for famous products, namely, women, just needs and quick sales.

There are more than 3000 single products in name creation, all of which are the best sellers from every subdivision.

For example, the latest nuts of famous products, Dana and her team will spend a lot of time researching and eating three squirrels, good shops and so on.

Then pick out the best selling "Gao Jian" - high end nuts, entrust the best factory processing, and put the famous brand, as the main food, and sell well.

This ensures that the category of innovation is "exploding money", which is enough to attract customers.

"People who are famous for creating good products are too smart. They only make the best selling products for food, but they do not sell well."

Dou Naxue was a little proud of their assessment.

Dou Na is not a taboo at all. Some people say that "Chuang Chuang" is the best seller of big companies. "(you say) my brand is very similar to what the brand is, and I admit it is very similar."

Dou Na said that the make-up of the famous brand is commissioned by Chanel's foundry factory. What new products Chanel produces will be known for the first time and quickly decide whether to follow up.

Some factories even take the initiative to create new products for their names. "The factory with the capability of R & D and design is the best factory for the best quality products."

Fast up to new: according to Cheng Xiangping, her shop has 2-3 new products every week on average.

Because there are regular customers in every store, "new customers always feel fresh," he always thought, "which new product I came here may not have seen before, and it is cheap and affordable. When I visit it next time, I find another one."

Cheng Xiangping said.

This is actually equivalent to increasing the rate of repeat purchase.

This trick Ye Guofu grasped when he was doing it. When Ye Guofu set up a brand Committee, he pushed the new speed from 45 days to 10 days, and now he is making a name to 2-3 yuan a week.

Packaging "daily chemical": according to the introduction, all the external packaging design of famous brand products is designed by a Japanese company.

This is the main responsibility of Miyake Jun, a co creator of Chuang Youqi, to meet the psychology of young people, Harbin and haha.

At the same time, it creates stronger foreign quality and lower price contrast.

Mass buyout: "I have the same idea as Lei Jun", our price must be 1/3 to 1/5 of the supermarket, 1/10 of the shopping mall, the price of no more than three times the gap is no impact.

Ye Guofu believes that high quality and low price are the most lethal.

As mentioned above, name creation is purchased as a Japanese brand, far less than the purchase price obtained from domestic businessmen.

In order to lower prices, the famous brand products take the way of buying large quantities like millet.

"Millet can not be cheaper, and there is little profit."

Dou Na said, and in the name Chuang, a bag, 200 thousand orders at a time, the price can be done very low.

Dou Na even suggested that suppliers should take the famous order to crush upstream suppliers. "I used to do one million with him, and now I do ten million with him, so I can ask his upstream profit."

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Find local tyrants as LP

In 2014 and 2015, Ye Guofu opened 1100 famous stores in one country, and Ye Guofu defined the two years as "shop opening year". This is the time to grab positions and insert red flags.

The reason for rapid enclosure is not difficult to explain: good shop resources are scarce. In those days, Gome and Suning also fought desperately for horses. In addition, the name creation wanted to have price advantage to ensure gross profit margin was higher than 25%. Economies of scale were endless. There must be enough shops to sell tentacles.

To achieve such a rapid expansion, it is difficult to set up a direct business. As a "traditional industry" such as retail sales of small commodities, it is impractical to open up a retail store to banks or equity institutions.

That's the only way to join.

Sun Wei evaluated Ye state Fuji as a "strong channel power" person.

As early as in 2006, Ye Guofu joined the chain through the chain of rapid business to do the whole country.

A noteworthy background is that in the 2003-2004 year, a number of franchise brands were born in the south.

Behind Ye Guofu, there is also a "Hubei Gang" that specializes in providing franchise services. The 28 business opportunities network and other Hubei gang led websites are flourishing.

Ye Guofu, who is very familiar with the franchise chain, does not adopt the way of "joining". Instead, the concept of LP, which is popular in the venture capital circle, is introduced. In front line and provincial capital cities, local tyrants who have high-quality shop resources such as community, subway, shopping center and tourist attractions, not only need to take out shops and funds, but also can not interfere in any operation and management. The shops are directly recruited by Ye Guofu.

Ye Guofu said, "it solved the problem of my shop resources, but also solved the problem of my funds, but it realized the goal of opening a direct store."

Before this model, Hai Lan's home also played.

This is the solution that Ye Guofu got on the basis of the lessons learned before he summed up.

Before you join us, the core mode of making money is "joining in fees".

In addition to the first batch of goods, each owner of the store will have the right to make decisions when he decides what to order and when to order. Ye Guofu wants to push a new card. He needs to ask the franchisee whether he is willing to place an order. When Ye Guofu wants to add some new products to these bosses' monthly orders, he also needs to communicate with each boss.

In order to achieve the lowest market price, we must implement the buyout system.

A large number of new products come up, if they can not be sold quickly, they can't play at all.

And the LP mode of Hai Hai Lan's home can turn around and attract many bosses to participate. The key is the return cycle of a single store.

"Hai Lan's home has a period of time, its cycle of return is better than other (clothing brand), it is very strong, not 2 million yuan, not cooperate with you."

Sun Wei interpreted for reporters.

Take a 150 square meter standard name for the best quality store as an example, the franchise fee is 200 thousand yuan, the goods margin is 800 thousand yuan, the decoration and shelves are 500 thousand yuan, the rent plus liquidity is 1 million 500 thousand yuan, the total investment is 3 million yuan.

Ye Guofu designed a set of daily money model: "you can be LP yourself, I let you enjoy the feeling of being a shopkeeper, I give you money, for example, yesterday sold 100 thousand yuan, according to the contract ratio of 38% (Sales) to you, second days 38 thousand yuan to hit your account."

According to Ye Guofu's statement, the average daily revenue of a single store in the country is 20 thousand yuan, if it is 38% per day (the rent needs to be borne by LP), it will cost about 2 million 736 thousand yuan a year, almost returning to the book, and the rest is earned.

In today's physical store business environment, such a return rate can be achieved, Ye Guofu has great power to speak. "In the past, it was investment promotion, and now I refuse to do business, pushing away many customers.

Others are afraid of closing stores, and I encourage customers to close and relocate.

Business is not good, I arrange our people to call on customers to eat, consult with him to turn off or remove the store.

All stores are famous for their own management, the worse the flat effect, the worse for my management.

I am not afraid of closing stores. My closing rate is very low, less than 6% last year.

Ye Guofu said.

In Beijing, there are 77 stores of famous and excellent products, only 4 are direct battalions, 6 are cooperative shops, and the remaining 67 are all LP stores.

Pass the shopping basket when you see someone.

Commitment to share money with partners every day, of course, is to quickly flicker "local tyrants" with him to start the shop first, but it also stems from Ye Guofu's ability to expand their business through the direct camp system.

The product strategy mentioned above guarantees the absolute competitiveness of name creation in design, product and price. This is the core of ensuring store revenue, and Ye Guofu believes that the operational measures summed up in the long run business ensure that the profit level of name creation is higher.

Store environment and atmosphere characteristics.

The creation of the environment and atmosphere of a famous store is a "stepping stone" for customers to place orders.

Most famous shops are located in the good location, the external environment is good, and the internal decoration is fully used for example, such as UNIQLO, Muji and so on. The cost is 500 thousand yuan.

"Our shelf quality is very good, ten years without deformation, no paint."

Ye Guofu thinks this kind of investment is worthwhile. When a customer comes to a famous product, it feels that it will sell very much, but at a glance, the price is very cheap. "This huge gap will melt your inner distrust and suspicion."

Sun Wei thinks Ye Guofu has a very high attainments for shopping atmosphere. Originally, he feels like a shop where little girls are visiting.

Name Chuang emphasizes self selection shopping. It is not like most of the clothing chain stores, it is everywhere shopping guide, strong marketing, "Chinese people hate the excessive service", but the name creation will not be as pure as 7-11.

In the name of Chuang Chuang, the core responsibilities of shop assistants are to deliver goods, display, engage in hygiene and guard against theft. Cheng Xiangping told reporters that clerks also undertake important promotional functions.

For example, at the door of each store, a shop assistant wearing a small bee (portable microphone) is required to broadcast every half hour. According to the new product recommendation designed by the commodity center, the volume of the broadcast is 5-8 dB higher than the peak time. The core is the feeling of keeping the shop lively.

Every shop can see a LCD TV playing the real name of the product in advance.

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Shop assistants are also asked to deliver shopping baskets to customers when they walk around the store.

Cheng Xiangping told reporters that this is a very clever hint next action.

The brand name product price is relatively low, easy to stimulate customer buying impulse, if the customer takes 3-4 products, no shopping basket, customers feel unable to take it, early to the checkout checkout, with a shopping basket, customers will have selected goods, can let go of the hand to continue to purchase, improve the customer price; if the customer has not started to purchase, most people are always embarrassed to take the shopping basket empty handed.

There are fixed routines in the shelf layout, and the entrance must be the make-up area. Next to the cash register is the food area.

The make-up area requires regular shop assistants to serve on duty and provide free makeup services to customers. This is the business skill Ye Guofu had when he opened the cosmetics corner shop with his wife in his early years.

Efficient cargo pfer system.

It is neither a shortage nor a backlog of inventory, which is the pursuit of many retail businesses.

The index to measure this level is the turnover time of goods.

The turnover of goods can reach 21 days.

What is the level? 7-11 goods turnover 14 times, equivalent to about 25 days.

In the case of Dou Na, the biggest cost of shops is labor and labor, and the speed of goods circulation has a direct impact on gross profit.

There are 8 warehousing and logistics centers throughout the country, of which Langfang warehouse is responsible for freight distribution in 3 regions of Beijing, Tianjin and Hebei.

Cheng Xiangping, the first line shop manager, told reporters that her shop delivered 4 times a week, sharing a logistics vehicle with the surrounding three stores.

There are two types of goods delivered: 1, the products that are especially salable, are placed separately by the store manager in the Department of Surveying and mapping of the famous Commodity Center; 2, the regular goods are allocated according to the daily sales data of the store, plus a certain growth rate, and the shop assistants and the shop assistants have no right to interfere.

Ye Guofu is highly respected by the enterprises that rely on strong headquarters platform to win the battle.

"Uber sent three people to Guangzhou.

These three people are not ordinary people, the equipment is very advanced, what resources are needed, can be directly pferred to headquarters in iPad. "

Beginning in 2006, Ye Guofu worked with IT, a leading enterprise in China's retail information system, to develop the system, including inventory management, supply chain management, file management, staff management and so on.

So far, Ye Guofu has had IT weapons to attack customers accurately.

Dou Na and her team at the IT backstage in Guangzhou headquarters can see the real time operation of every store in the country, and allocate goods at any time, such as the famous shop in the new world of China World Trade Center, Beijing, such as pots, pans, pots and pots, which sell badly, and can be exchanged with Cheng Xiangping's store.

If a certain type of product is overloaded in a store, it needs to be pferred back to the regional storage center, then allocated to more suitable stores for decentralized promotion, and even large-scale pfer of goods across regions.

Conclusion: Retail + financial dream

After receiving the interview, Ye Guofu is ready to go abroad to open a shop.

Ye Guofu hopes to be able to earn 60 billion yuan for the sales of famous products by 2019.

This year, his demand for famous shops in China is meticulous management and opening overseas.

This may be stimulated by the media. In 2014 and 2015, the famous brand products were set up in the domestic stores, which were questioned by the media as Shanzhai Japanese brands last year.

Ye Guofu is eager to expand the number of shops overseas, and become the real name brand of international brands.

In addition, Ye Guofu was encouraged by the success of his attempt to open a shop abroad in 2015.

According to Dou Na, Ming Chuang opened 26 stores in Hongkong in 2015, with a revenue of nearly 200 million.

In the commercial map of Ye Guofu, the famous brand is undoubtedly the foundation.

Ye Guofu has long been in the financial layout, not only become some domestic funds, such as angel Bay venture partners, but also set up the foundation of the Zeeman fund, ye also participated in the investment or the establishment of Internet banking business, such as everyone's gold clothes, money shortage, and so on.

"Finance is a standard for future enterprises to grow bigger and stronger. In the future, our strategy is retail plus finance, retail is big finance, and cash is collected every day."

Ye Guofu said Ali has financial services such as Internet banking, Alipay, Yu Ebao and so on, which is more urgent than China's most cattle bank.