China chain: Ah ah six strokes to set the world

"Alas, be attentive to your own business." We now focus on three things: the first thing is to open a shop, as soon as possible to get terminals to all over, this is the basis. The second thing is to be a good brand. The third thing is to go public. 　　"Today's Ah, pay attention to slow, and this does not mean that AH will stop here." Gee, Beijing Grand front door flagship store "This is the brand awareness into a reputation, must pay the cost."　　"In talking about Ah Ah, recently spent tens of thousands of sponsorship sponsored by Qinghai TV large-scale singing class talent show" flower blossoming "activities, AH Ah brand director Wang Yong said. Time back to 2005, the beginning of the first Ah, just a 12 stores in Foshan regional brand, jewelry industry in the country is still a fledgling "younger brother."　　And it is this obscure "little brother", with a short period of 6 years, from the initial 12 stores to today's 3,000, to the annual sales of 1.8 billion, terminal sales 2.5 billion of the outstanding results, the first seat of the jewelry industry.　　Gee, I made a big deal out of trinkets. Large vision positioning big Courage out of the market has never been a lack of consumer jewelry. According to China's authoritative agency of the Chinese Women Jewelry Market Survey, women occupy the largest jewelry consumption market share. The world's four fashion capital, as well as Tokyo, Hong Kong and other cities Jewelry annual trade volume of nearly 100 billion U.S. dollars, China's female jewelry per capita share of less than 5%, and Tokyo female jewelry per capita occupancy of 68.2%, Singapore 48%, Hong Kong 54%, South Korea 68%, Malaysia for 47%, Thailand for 68%.　　This shows that China's female jewelry industry has great development value. 2005 Jewelry Industry Status quo is: The domestic 200 stores above the size of the brand less than 10, north, Central, southwest and Guangxi and Guangdong region, have their own strong regional brands.　　But from a nationwide perspective, there is not a national, mature operation, can be described as the industry leader of the brand, the real ambition of small jewelry to make big business in the fresh people. Ah, founder Ye Goofu "When you look down, it is the best chance, when you see and see, all the opportunities are gone." "Choose to enter when others have not yet returned to their taste, alas, the chairman Ye Goofu's vision is not unique."　　After a full understanding of the market, ah Ah began to find their own breakthrough, to determine the core positioning of their own brands.　　Coca-Cola for the promotion of cola category, still let many consumers think Coca-Cola is synonymous with Cola; Wang Old Kat to prevent the promotion of the drink, let Wang old Kat and not lit drink together into the consumer's brain.　　And alas, the shoulder is to will be the mainstream of jewelry industry into the mainstream industry, only the category of soil fertility, will have the brand to thrive and rapid development. Therefore, the word "jewelry" became an indispensable part of the brand.　　Ah ah positioning gradually clear-the first brand of Chinese jewelry! "Please pay attention to consumers", catering to the needs of consumers is a brandThe key to success. Alas, the target customer is 15~28岁 young women, this age group of girls to pursue changeful and fashionable, they need to change every day different clothes, different ornaments to dress up their own, catch the trend of fashion. Zara's "12 days fast fashion" let the fastidious British no longer believe that "the more expensive the better", "civilian fashion" can represent new style, new fashion. And in the need for fast fashion jewelry industry, but few people put forward such slogans.　　Alas, I saw the benchmark of my study and beyond the competition, that is "fast fashion"-parity, closely follow the fashion trends and product updates quickly.　　With the "Chinese jewelry first brand" and "fast fashion" these two core positioning, ah Ah Yin Ma National Jewelry market, there is enough confidence and emboldened. Big publicity, large-scale investment regardless of the 2005 buyout Baidu search engine such as the jewelry category ads, or later set up a special group to do network marketing, ah Ah in the network to promote the direct return of investment is to join the franchisee to find the initiative to join,　　The quality of the breakthrough let Ah Ah became the same industry to study the role model. Ah Ah New image spokesperson S.H.E and Lin Jia if the form of advertising to create visibility has become commonplace, please star endorsement has also been common, then please star for small jewelry endorsement, and consumption of more than half of the liquidity, you need a certain courage and courage. In July 2005, Ye Goofu only more than 1 million of liquidity at that time, took out 65% and asked Hong Kong movie star Act to do the endorsement.　　In this beginning, signed in 2006 Li, 2008 signed a SA,2010 million years to join hands S.H.E and Lin Jia, but also to create a male for women jewelry endorsement of the precedent. And all this propaganda investment won is the Yimapingchuan of investment.　　By the end of 2010, alas, the total number of stores reached 3,000. April 10, 2011, ah Ah in Beijing to hold a brand promotion meeting, announced in Beijing Qianmen big fence of ah Ah image shop officially opened.　　Oh, my God. With this as a sign, the official exerting force in Beijing and north China market, its plan to open in China before 2020 to 10,000 stores, the sales of tens of billions. If that year's network promotion, star endorsement, etc. is to create visibility, and then large-scale investment effective measures, then today, ah ah the best investment promotion is more than 3,000 shops all over the country. According to Wang Yong introduced, to AH Ah Consulting franchisee, 70% is because of seeing the shop, 15~20% around is through the network and print media coverage, through television to understand and come to join less than 5%.　　Obviously, the "Flower Blossoming" campaign sponsorship, its main purpose is not in the investment.　　The Merchant's money is not wasted for no reason. On the one hand, TV hard can improve the brand image and reputation, so that more girls know ah ah. "As a business, you have not been on TV to play a good wide to consumers the feeling is completely different." "Flowers Blossoming" liveThe cycle of motion is relatively long, and its attention to the crowd and Ah ah the consumer is very fit, ah Ah can use this activity in the consumer influence force; On the other hand, ah ah hope that through such an activity, so that the network input, TV input, terminal line, etc. can be around this activity to launch a systematic publicity. Now has grown up Ah ah, has formed a comprehensive competitive advantage, investment from the original "There is good" evolved into the present can be "pick and choose."　　The size and location of the franchisee stores are strictly selected to improve the entry threshold is an important link to ensure the survival of the store. "Alas, be attentive to your own business." We now focus on three things: the first thing is to open a shop, as soon as possible to get terminals to all over, this is the basis. The second thing is to be a good brand. The third thing is to go public.　　"Today's Ah, pay attention to slow, and this does not mean that AH will stop here."　　One of the big conscious fantasies: developing media properties. Standing outside the image shop of the front door, I heard it coming from inside. Buy jewelry to Ah ah, the country's 3,000 stores, weekly on new goods, ah AH-China jewelry chain first brand ... "The voice, go into the shop to follow the prestige, you will find hanging in the front right of the TV set."　　Ah, the image of the spokesperson S.H.E and Lin Jia frequently appear in the television screen, at the same time, "Swarovski" and "Disney" and other words frequently entered the customer's ears. "The store is there, itself a media. "The installation of TV in 3,000 stores nationwide is in progress, and alas, it is expected to be fully loaded within a few months." What is the function of a TV set?　　This does not seem to be a quantifiable thing for a short period of time.　　"Alas--" a tender boy came from the doorway. "Ah ah, oh ..." mother repeated the child's words, the voice filled with joy, she apparently for the child learned a new word and happy.　　It is not difficult to imagine the infinite possibility of this imperceptible influence.　　Fantasy II: Become a female value-added service provider. "We first a channel business, and then is a brand, the next step is to develop platform business, online platform, the next platform line." "The channel is king" in the talk with Wang Yong has been mentioned many times, this may be ah ah it will "open shop" as the main reason for the current priority, attention and development channels is the basis for all future development. Please the popular star endorsement, participate in TV series implanted marketing, naming sponsorship concerts, full sponsorship of talent show, Ah Ah brand propaganda way choppy, will ah ah mold into a brand business efforts have been effective, and still on the road to Ascension.　　is the channel business or brand of the tangle seems to be not urgent to clarify the point, the idea of Taiwanese businessmen have been bold to emerge. If one day in the future, you can understand the fashion information in the shop, buy star concert tickets, fashion styling, and so on, do not be surprised, this may be already in advance todaySee.　　The third fantasy: the brand of emotional memory.　　Respondents: Qingyi, 8 years old, sophomore, Zhuhai. "Do you know what the heck?" "Know. A jewelry store. "What do you think of the inside?" "Very beautiful, I like it." "What about the price?" "A little expensive." "Then will you often go?" "Will. My friend told me the same thing: her 10-year-old niece showed her her new clip, and when she learned the price, his friend frowned: "Why so expensive?" "I bought it in the Oops!"　　"When alas, the consumer positioning is still 15~28岁 young girls, children under 10 years old has quietly become a new customer base." Children's loyalty to the brand is much higher than that of adults. Like the Haier brothers deeply rooted in the hearts of the same, "Haier" two words for them is not only a brand of electrical appliances, it also represents a certain complex and memories, is the continuation of emotion.　　Perhaps some day in the future, ah ah in the eyes of a new generation of children will also have a special complex, after they grow up, ah ah will in their memories have an indispensable position. Ah Ah dare to reflect the AH ah man's ambition and courage, but the ideal although tempting, realize it is not a one-overnight. "We have done this at this stage, and the things that follow are the ones that are ripe for it." "The road of expansion, think twice and in a number of short-lived precedent, whether their own advantages to maintain and carry forward, to avoid competitors to catch up?"　　Ah Ah also must pay attention to the following points: First, the real tamping "fast fashion"-loading time fast, parity and follow the fashion trend. Now AH ah is no longer 10 yuan shop, with soaring prices, branding and other aspects of the continuous investment, ah ah the price of products.　　On the one hand is the real need for brand image upgrade, on the one hand is to reconcile the mouth, adhere to parity positioning, how to do a balance, is a very test of management intelligence and management level of things. Nearly hundreds of professional buyers to collect the most popular jewelry style, it is so that the product can be followed by the fashion trend of the sharp weapon.　　But if not in the new types of goods and prices on a reasonable allocation, leading to new types of goods concentrated, high price concentration, it will inevitably give the franchisee to create pressure, with more and more stores, the distribution of more and more widely, the difficulty of management is more and more high.　　Second, to ensure that the franchisee feedback information channels unobstructed. Shop is the best positive propaganda channel, franchisee and headquarters is a kind of interdependent relationship. But with the AH AH-force North Market, the difference between the north and the south will make AH AH is facing the test of local conditions, at this time franchisee from the first line of feedback is particularly important. If the franchisee's opinion can not reach the top of the company, leading to the company's top blind optimism, it will inevitably cause errors in decision-making, causing increased store mortality risk.　　Franchisee's bad mood once spread, cause collective fange, can only be "its Xing also Bo Yan, its death also suddenly Yan". But, alas, I have realized this.。 It is reported that Oh, my God. The core of the values and corporate culture that is being carried out is to become a "value-creating" enterprise that allows franchisees, consumers, employees and shareholders to gain benefits, and has formulated a series of rules and regulations to ensure the formation of an open, transparent, mutually beneficial and symbiotic entrepreneurial platform. (Source: "China chain" Reporter: Zhang Tingting)