Gao Jia in Zhengzhou to create beautiful baby, focus on beauty Retail

1997, Gao Jia in Zhengzhou, the creation of "beautiful Baby", focusing on beauty retail. Only five years, without any publicity, "beautiful Baby" in the national development to hundreds of shops. Brilliant career, Gao Jia but suddenly the United States and decoration business completely stripped, quiet two years later, remodeling "beautiful Baby", a second to enter plush fashion chain. The unexpected is that, after the "beautiful baby" after a few years of time, become a new Sanbanxi listed companies.

Brand positioning "Higen", which is not common in China's business case library. What is the business code behind the legend?

Self-waste martial arts

The 1990s Zhengzhou, "KFC Grandpa" and "Uncle McDonald" just came from the United States, Chinese fast food chain "red sorghum" threatened to drive them away. Chain operation on the reform and opening up the spring breeze, standing in the University dormitory window, Gao Jia in the field of vision, si-chain supermarket flowering.

In the university, the study of finance and accounting of the high Ka-vine to show a strong interest in business. Her first business from the school after a small river 练摊 selling shoes began, and then in the Zhongyuan Road shopping malls sell mobile phones, became the entire store's sales crown, she even wrote a franchise mode of business investigation as a graduation thesis.

1997, Gao Jia University graduation, borrowed 30,000 yuan from the home, in Zhengzhou Wenhua Road, Zhongzhou Theater, opened a jewelry shop, named "Beautiful Baby."

At that time, Zhengzhou is the north well-known small commodity distributing center, the jewelry retail competition is intense. Limited by capital, whether the price or category, "beautiful baby" is too inconspicuous. She had no choice like most people spell price, spell category, from a girl of beauty, the market most of the jewelry shop is simply a "grocery store", a variety of jewelry mixed accumulation, find a favorite jewelry often like "treasure hunt" as difficult.

Since the industry is generally at the low end, then go up there must be a broader space. Gao Jia "Beautiful baby" put forward the concept of "beauty", has been used in today's word, Zhengzhou, ten years ago is "beautiful Baby" original. Gao Jia no longer sell "Huo", but to Shanghai, Guangdong and other coastal areas to find novel and fashionable sourcing. With "Beauty decoration" positioning, "beautiful baby" like a group of rural girls in the modern girl, in the same industry quickly stand out. Only by Word-of-mouth effect, as of the end of 2002, "beautiful Baby" in the national development to hundreds of chain shops.

However, looking at the increasing number of shops nationwide, Gao Jia is not happy.

The commercial market does not have forever the blue sea, "The beauty ornaments" the concept proposed, The imitation is more and more, the market profit unceasingly is squeezed, the national franchisee turnover growth rate starts to slow down, some franchisees even appeared the loss. Seeing the industry become the Red Sea, enter the price "hand-to-hand combat", how to deal with?

At the end of 2002, Gao Jia a decision that surprised everyone: give up "beautiful baby" beauty decoration business.

She stopped "beautiful baby" in the country's beauty decoration business, but promised franchisees can continue to use the "beautiful Baby" brand to operate the original business. In everyone who knew Gao Jia, she was crazy and didn't understand why she had to stop the beautiful baby's career.

"Since the abolition of martial arts" did not imagine so calmly, from the beginning of 2003 to the end of 2004, the company's operations from the profit into a loss, the most time, one months to compensate for a hundred thousand of. During that time, Gao Jia often only a few pieces of money, every day need to go back to their parents to eat, when the bath began to lose a lot of hair.

When making a decision, Gao Jia did not think "give up" will also be so difficult. But abandoning the beauty business does not mean giving up "pretty baby", as she repeatedly mentions in her blog: "Sometimes it's a step forward."

Within two years, Gao Jia constantly charge, participate in professional training, with great concentration on the five years of entrepreneurial process, planning "beautiful Baby" Nirvana Rebirth

At the end of 2004, two years later, "beautiful Baby" finally appeared, "beautiful Baby" the first fashion plush store in Zhengzhou Wenhua Road opened.

On the eve of the opening, the question is still heard: "There is no specialized plush toy shop, Gao Jia to do, the market can pay?"

Brand Higen

"Everyone is a child with a thirst for skin."

Stripped of the beauty of the two years, Gao Jia to learn psychology, become the first batch of psychological counselors. From the psychological point of view to analyze the consumption complex, Gao Jia The reason why the choice of plush products, because in the fast-paced, high pressure of modern life, the young people subconsciously craving dependence, and plush toys aroused by childhood complex and direct senses, it is able to meet this demand. In addition, for Gao Jia, two years of transition pressure, let her more than anyone on the "dependency complex" experience more profound.

Therefore, "beautiful baby" in the consumer crowd, children only to 20%-30%,20-35 years old customer groups, most of which are presented as gifts to female consumers, even "beautiful baby" franchisee, female entrepreneurs accounted for 70% of the proportion. "Beautiful Baby" once became a "female gift", "female entrepreneurship" synonymous.

"Dependency", "care", "warm", because the plush toys corresponding to the special consumer psychology, in the shop marketing, Gao Jia is particularly focused on experiential marketing, in the "Internet thinking" concept has not been proposed, "beautiful Baby" has been the customer experience to play at home.

"The first consumption is due to impulse, and the second consumption is the choice brought about by the good experience of the first consumption." ”

All plush toys in the shop are not packaged, customers can cuddle, "beautiful Baby" became a play, rest, relax the experience center, a variety of plush toys became the best playmates. Not only that, "beautiful baby: tightly bundled product marketing patterns are endless: couples buy plush bear, will send a" adoption card ", so that they feel that not only a product, but also a souvenir, a commitment; again, such as Magic Yo, to the consumer photos for the material, and plush combination," private customization " Out a plush toy that looks like you.

The shop guide will encourage customers and plush toys to take photos, most customers are willing to share this joy through micro-blog, micro-letter, relying on "experience marketing" + "social Marketing" mixed consumer psychology Marketing, "beautiful baby" brand awareness can be greatly improved to accelerate the brand's national expansion.

In fact, early in the "beautiful Baby" business beauty jewelry business Gao Jia found that hundreds of categories of products, plush products for the turnover of shops can reach about 40%. The potential market is so large, but at home, this industry level is generally low, plush products in the factory after the main two sales: one is foreign trade, the other is domestic. Sales are basically to go wholesale, make plush toy brand of almost no. See the industry disorderly confusion hidden opportunities, but how to build a corporate "moat"?

At present, the majority of plush production and vendors are unwilling to spend money to buy the original version of the cartoon image authorization, and "beautiful Baby" annual payment of copyright costs are two hundred thousand or three hundred thousand Yuan. In Gao Jia's abacus, this account is quite a bargain. and a mixed bag of shanzhai goods, with a genuine authorized products, quality and after-sale more protection, can be compared to similar products in the market 20% higher than the premium.

And in the "beautiful Baby" product system, authorized distribution of products only accounted for half, the other half by "beautiful baby" independent research and development design, occasion well-known anime product image to create its own brand, and then by virtue of brand and copyright will be the National franchise store tightly "lock" live.

Chain "NET"

As the country's first plush fashion chain brand, "beautiful baby" to join the threshold is not high, single shop total investment is only seventy thousand or eighty thousand Yuan, if deduction of relevant concessions, the actual investment in only about 40,000 yuan. Moreover, the franchisee can also choose another way: Pay 100,000 yuan deposit, no need for any joining costs, opening up three years, all the security deposit refund, equivalent to a free shop, but for this mode of cooperation this year only limited to 500 places.

Not only to join the threshold low, for the franchisee service, "beautiful Baby" is also ingenuity.

"Beautiful Baby" independent research and development of a set of online ordering platform, franchisee login, you can view the "beautiful Baby" the latest products and policies. See the likes of goods, simply through the mouse, you can complete the purchase process, eliminating the telephone communication, fill out the cumbersome flow of shipping orders, the communication costs to a minimum.

And, each franchise is equipped with a supervision and a customer service, customer service will be reported to the day-to-day management of the supervision, through analysis, to understand the average consumption value of customers, which products are most popular. Not only facilitate the franchise store timely adjustment of business means, but also easy to grasp the headquarters market information, forecasting product trends, but also effectively reduce inventory.

Lower the threshold to join, to upgrade the franchise service, take the franchise model of the beautiful baby is not going to make money?

An enterprise's initial brand positioning and product selection determines how far behind the road can go. Gao Jia to give up the choice of plush toys, natural because the latter can be "beautiful baby" to provide a greater imagination space. Plush toys is only the beginning, for franchisees a series of concessions and benefits, just before the stage of preparation and foreshadowing, Gao Jia Vine is the purpose of the entire animation derivative industry, and to achieve this ambition, from "net" began.

"Pretty Baby" net is not a follower of the herd, as early as 2004, "beautiful Baby" began to operate in Alibaba. The development of E-commerce, to be a balance, Gao Jia to create a genuine anime derivative of Jingdong Mall, but at the beginning, many franchisees showed strong resistance. They believe that once the Internet market is opened, it is bound to disrupt the interests of entities to join the store.

Persuade franchisee together "net" difficulties, and Gao Jia is not worried, because she has "secret weapon"-little baby.

"Micro-Baby" is based on micro-letter development of micro-credit marketing system, one of the important functions is "mobile shop", is "beautiful baby" to get through the online and offline important means. "Little Baby" has become a separate 020 marketing products as a "beautiful baby" another profit growth point, but as a franchise, franchisees use "little baby" do not pay any fees.

"Micro-Baby" on the mobile shop merchandise and physical store merchandise will not conflict, franchisee only responsible for day-to-day product information updates and orders processing, sales profit for their own. Outside the entity stores free of charge to get a shop, more than a profit growth point, franchisee to "net" the resistance of the mood greatly alleviated. But the franchisee is not free to obtain, he needs to use a variety of marketing methods to attract customers to focus on "beautiful baby" micro-letter, the flow into the platform. And these import flow is the "beautiful Baby" to the franchisee to give concessions to the ultimate goal.

Based on the convergence of traffic, "beautiful baby" will create a cartoon derivative of the hypermarket. As mentioned in the net to buy books to think of when, the net buys 3C product to think of Jingdong, Gao Jia wants to bring up the net to buy cartoon derivative product, think of "beautiful baby". Not only to do a simple product brand and channels, but through channels and brand building, to achieve the entire animation culture industry chain integration, this is the "beautiful Baby" brand's ultimate evolutionary direction.

From 2004 until now, "beautiful Baby" in the national development to more than 300 franchise chain stores, and become a new Sanbanxi listed companies. 2002 that "since the abolition of martial arts", now in Gao Jia seems to have become "beautiful baby" to get through the "Ren du two veins" key.