Han Beam micro-quotient: How to do 100 million in three months?

Dictation | Han Beam micro-business CEO Yuxin finishing | Lixin Han Yu was founded in 2002, now has 12 years of time, Han brand from the beginning to now, a degree to witness the development of China's cosmetics industry process. In contrast, the domestic cosmetics started relatively late, unlike the European and American brands are mostly hundred years or 350, from a technical point of view, there is no Japanese and Korean enterprises start so early. In the whole development process of the cosmetics industry, although the domestic start later, but there are many things, can learn, reference. In Han Yu just start, choose one of the most easy to cut into the channel-cosmetics store, because at that time the cosmetics store is a personal boss, as long as the shop owner is finished, he will desperately help you sell goods, this is the rise of China's cosmetics industry, a feature. Unlike Watson, Watson was able to make a kind of 1700 stores nationwide. And shop bosses have little from the horizon, to the size of the shop, then to the later brand of a system planning. Every boss is responsible for only one area, so Chinese cosmetic enterprises start entirely rely on this step, because the Chinese 10,000 shop owners, there will be 10,000 different needs. If this channel is to be done well, 10,000 bosses must be taken care of. Why do companies in Europe and the United States do not continue to do well in the country, because they are biased in the systematic operation, so they can only do Watson, to fix a person, you can handle 1700 stores. Han's first, is to do cosmetics shop, set up offices throughout the country, using the office and the flexibility of branch offices, in the country rapid expansion. This is Han Yu's first channel. China 三、四级 City's consumption capacity, although the customer unit price consumption is not high, but the amount is very large, this is China's demographic dividend. Han Yu from 2002 to 2005, made 100 million. 2005 began to change, decentralized management by the quality of personnel constraints, by industry barriers, restricted by the level of management. From 2005 to 2008, resources have been consolidated. Integration of the main purpose is to learn the management of international enterprises, can let us in the system, execution, team building, corporate culture output to achieve a unified standard. Even by 2009, Han Yu had no sales growth. The main energy used to do the internal strength. Because it used to be barbaric growth, without systematic thinking. Only by selling things, and eventually sell a brand, but to a certain scale, to the corporate culture, corporate values, team management, market-oriented to comb. Starting in 2009, really went into the brand queue. Han Yu's second channel, in 2008 to contact the TV shopping channels, at that time, there is no big brand to do, are three without, fast products to do. In the process, Han Yu found many products to do soon, every few months will be replaced. Han Yu do TV shopping, spent two years, the introduction of international talent, because of foreign television shopping advanced degree, brand understanding, sales methods are much better than at home. 2010, has done the TV shopping industry first, even today, the Korean bundle in the category of TV shopping cosmetics is still the 1th place, annual sales 10Billion, a total channel sales of 40% of the market share. The third channel is the Electric business channel. 2006 began research, 2011 entry, take the project responsibility, independent operation. At present, the electricity quotient platform Sales 1 billion, in Taobao monthly sale 50 million, in the whole Taobao cosmetics category, Han Yu is the first place in the country. The top five of all brands, including to Jingdong, Poly United States excellent products, only products will be able to do the first, in particular, Poly-Mei and only basic products can do the whole brand first. The fourth channel is Ka store. For example, Watson, Wal-Mart, Carrefour and other large shopping malls, began in 2014, Han Yu has completed the laying of 6,000 outlets, the monthly sales of about 60 million, is expected by the end of 2014, laying 10,000, 1 years at least 12 to 1.5 billion of the sales. March 2014 began to really pay attention to the micro-letter friend Circle Sales, through a few months of observation found that the potential of micro-business channels, from shopping habits, information transmission and communication, micro-business channels is very convenient and convenient. In the July, Han began to plan the micro-business channel. Understanding that the micro-business and Han Yu when they entered the TV shopping problems are the same. First, there is no leadership of the brand to do the guidance, there is a disorderly competition, many practitioners, to do the lack of security and a sense of belonging to the micro-business. Because there is no brand support, Han beam into the micro-business, will bring brand positioning, Korea beam to do channel benchmarking, the previous micro-business products do not have a real brand, and the brand represents in addition to visibility, but also represents a social responsibility. The second is to optimize the mode, so that agents in the sales management, to guide. Han Yanyi in, there are a large number of agents sought after, because this size is the micro-business want. These micro-businessmen, want to long-term revenue, in the absence of a brand support, today can earn, tomorrow will not earn. Han Beam for micro-business for the development of two products, one is a mask, the other is a skin care suit. These 2 items are not available in other channels. September 2014, the micro-business began operating in just a few months, the agent has reached more than 30,000, the monthly sales volume has reached 100 million yuan. (via fast carp translation/fast carp)