Oh, the Penguin Dream.

"This is the best of times and the worst of times." "Deep in the high labor, high cost and high exchange rate of the vast number of small and medium-sized enterprises lament the Market" boiled frog "like the chill. And at this point, ah ah in Beijing Qianmen Street image Shop is chattering open to welcome guests. 　　No one thought, the launch in Guangdong, China's largest jewelry chain retail enterprises will greet the current slight chill "horses The Yellow River", exerting force in north China. Ah ah Beijing Grand front door flagship store and it is such a sell "street goods" business, but in the last year to achieve a total retail sales of 1.8 billion yuan, gross margin of about 40%. And behind it is the vast offline market of nearly 3,000 stores and the developed channels that have infiltrated the three-tier cities.　　In the eyes of the industry, franchise chain is not an emerging industry; in the wind, ah Ah earned is always running the hard money, but on the urbanization of the tide and the opportunity to upgrade the whole population, a small jewelry really pry a wealth of billions of giants. "The trend of globalization and localization of characteristics, very clever, we all caught up," in the planning of the Chairman's Ye Goofu, the rapid growth of the 08 financial crisis will usher in the transition in this round of crisis, "after the completion of the channel and brand building, we now begin to strengthen value-added services, activate offline users, So that the line to open the next two market. "At this moment, the Pearl River Delta, which has been robin by a strong manufacturing industry, is undergoing the throes of transformation." Ye Goofu leading the fast fashion trend or can for the transformation of the majority of small and medium-sized enterprises to bring thinking.　　And just at this time ran into the network sales of the torrent, ah ah homeopathy and for really is a two times, success or failure will be a very worthy of study case. Discussion guest: hui: Ding Hui, Executive director of Sun Xiong: Guangdong Province Chain Industry Association president Lin Yu: Tsing Venture Director general Manager Ye Goofu: Ah ah jewelry Chain Co., Ltd. chairman of the original 800 million people in the city brought about by the gradual escalation of consumption, the former one or two dollars "street business" In the process of rapid flow, to grow into an industry.　　In Insight 80, after the huge consumption ability, Ye Goofu in 04, 05, with the force of jewelry chain, with the replication Zara and h&m "fast fashion" mode, ah ah quickly become the industry "fast fish."　　Smell sensitive buyers team catalytic a week of the spread of goods speed, ah ah invigorated the line more than 7,000 jewelry manufacturing enterprises, "stragglers", playing a huge channel to create a Big Mac. However, after chasing Ye Goofu behind Taobao, Fank and other online shopping malls, they also play "fast fashion" banner, with the new generation of favor, have begun to compete for "jewelry" market.　　and to AH Ah for the representative of the hands of the Channel channel business also began to "online" offensive horn, a breakthrough in the world line of the war will be explosive. Oh, the Chairman Ye Goofu a visit to the CCTV "struggle" column.Start, transformation all with the Lingnan businessman ups and downs, breakthrough color, the beginning of "fast fashion" out of the low-end production of the rut created today's Ah, and how to continue to occupy the commanding heights in the network era, and then high innovation, not only is AH ah to think about the problem, more worthy of the current　　In this issue, Nanfang Daily has invited academics and venture capitalists to share a "brainstorming" with the Ye Goofu boss. Case Ye Goofu up full of Southern boss legend and hardships. 1998 South Entrepreneurship, to become a small well-known "ace salesman."　　At this time, China's magnificent urbanization wave catalytic the rapid growth of the consumer market, who also did not think of a flower, a comb such "roadside business" also quickly rose up. "So many 80, after the influx of the city, with a certain income, the heart naturally initiation into the needs of the trend, where to start?" is to start from this bit by bit.　　"2004, Ye Goofu saw the jewelry industry surging business opportunities, but at that time 200 stores above the scale of the brand less than 10, north, Central, southwest and Guangxi and Guangdong region, have their own strong regional brand, competition is hand-to-hand, inch." Who can come out of this competition to see who can touch the thread of the industry. "Design, speed, price, elasticity, scale, one can not be less!"　　"Ah Ah soon established a" fast fashion "thinking, at this time the trend of Zara and H&m has swept the world, but has not been transplanted to the jewelry market. "In our view, cheapness is a tactic, the one or two dollars behind the pursuit of the United States, the young people to change the needs of the catalytic market is the key to the rapid rotation," compared to clothing, relatively inexpensive jewelry is a fast fashion of the typical merchandise, Ah Ah brand director Wang Yong to reporters, "because the cheap, So many young girls can even pursue a daily, our business is in this continuous flow of growth, ah Ah can be said to be ' fast ' fashion to achieve the ultimate. "Alas, Chairman Ye Goofu as the key to design and speed, ah ah the buying team has been growing, now hundred people, all over Asia, looking for classic models, and then the line of more than 7,000 jewelry manufacturing enterprises quickly activate, thus getting rid of the rut of production, shop channels and brands, Ye Goofu said the effect of the move was "immediate": soon our delivery speed over the opponent, according to the latest data, ah Ah yes, the average monthly update of goods 4 times a year, nearly 5,000 products available, and the average speed of the industry still stay in the year about 2000, which the advantages can be imagined. "However," the World martial arts, invincible, only fast and not broken, by virtue of the "fast fashion" sweeping the rivers and lakes Ah ah the next step is to face the same "fast" to win the net business. At the beginning of the year, to "the Internet fast fashion brand" from the condition of Van VANCL goods (the official online jewelry channel). At the same time, the industry also reported that the "pig" Ding Lei has sniffedJewelry market in the "fishy" son, is embarking on the acquisition of several Italian free brand, ready to sell jewelry online, and to open the previous has been unable to touch the business market, enrich its network products. "To tell the truth, jewelry this kind of thing, it is too suitable to buy on the Internet, the value is relatively low, but the style and category has very high requirements, the network of unlimited space just provides a good browsing experience." "An industry analyst believes that the Internet is not surprising to enter the jewelry market," and in the update speed, the speed of the shop compared to the store also has a strong advantage.　　"In his view, a top-down impact is inevitable." And at this point Ah ah is also actively open the network sales platform, "into the online market, we are two times the goal of entrepreneurship, at present we have in the cool days multiple platforms to open up their flagship shop, but this is only the first step, we have a huge offline resources, online market development for us, is to the offline resources of the invigorated. "The face of the line of Internet merchants Shasheng, ah Ah is also sharpening," open online market, we can not only complete the product layering, more easily implanted a variety of services, our ultimate goal is not a simple channel, but a value-added service provider. "For example, who is it?"　　asked the reporter. "Qq!　　Ye Goofu smiled and pointed to the little penguin that stirred the Chinese web. Case discussion "topic one" How many enterprises can "turn" "Fast Company" Sun Xiong: Consumer Industry "fast" surging, the channel for the King has become a consensus in the pursuit of "fast" business model this point, ah ah do good, and once again with rapid expansion, to a lot of enterprises tell the "channel for the King" of the Truth, Nowadays, more and more Guangdong enterprises are becoming aware of the importance of channel construction.　　We have just selected the Guangdong chain Enterprises in the top 50, there are more than 20 is to adopt the mode of franchising accelerated expansion of the "fast" has been a long time. As a traditional manufacturing province, many enterprises in Guangdong have previously focused on foreign trade, in the channel construction relative lag, so the product is good, but "fast" does not rise, development is limited.　　Now many manufacturers are aware of the importance of the channel, the beginning of the active force terminal, especially in Dongguan and other large number of garment and luggage enterprises have been transformed. In addition to AH ah, to pure, popular beauty, hundred Lido is the "fast" tide of the leader, fully explained that Guangdong in this field is a foundation.　　In recent years of franchise exhibitions, we also found that this form of organization is being increasingly recognized by SMEs. Hui: Consumer upgrades Help "fast" enterprises, but mastering the core competitiveness is the key "fast fashion" in China, the rise of the background is the whole domestic consumption of the upgrade, the international consumption is divided into a few large chunks, the first chunk is the expenditure of 30%; the second chunk is education and health care, and these two will also take up the 20%~35%, The third space is the spiritual level of consumption. Gee, "fast fashion" obviously benefits from the pace of consumer upgrades,For the clothing of a minimum category, can prop up such a large market, indicating that domestic consumption is starting. However, the "fast" behind should be the mastery of core competencies. Zara and H&m started in the era, there are many enterprises to go the same road, but why only they killed it?　　Because they have a strong design team and have been able to lead the fashion direction, they are now in large part because of this "core competitiveness" support.　　"Fast fashion" class enterprises Enter the threshold is not high, the initial development momentum is very fierce, but if not pay attention to the core competitiveness of the training, destined to be surpassed. Lin Yu: "Fast" mode is more suitable for commercial enterprises, the production of enterprises in the transformation of the difficult channel business is actually the embodiment of China's current economic situation, production gradually surplus, consumption is uplifted, so good at channel and platform development of commercial enterprises have a greater advantage.　　Guangdong is keen to export, so the early stage of reform and opening-up has a rapid development, now the transition is a trend, but it is not easy. Paving the channel is actually a very difficult thing, not only involves the time, the human cost, even the whole development thinking to convert.　　Ah ah start is a light production, heavy channels of commercial enterprises, so at ease, production-oriented enterprises want to replicate this model, must start with the team, the reconstruction, which is not easy. Ye Goofu: "Fast fashion" development space is huge, industry specifications need to sync jewelry is just the whole "fast fashion" industry in miniature, China's huge two or three-line market has just begun to upgrade consumption, the entire market expansion has a very big future, I hope that more participants come together to big this piece.　　Qingdao in Shandong and Yiwu, Zhejiang, around the jewelry this piece wants to create an industrial cluster, any small one may grow into a new market. Only in the rapid development of enterprises, we must pay attention to good industry norms. In the past, many of the chain enterprise development is good, but because of the control of the channel decline and led to vicious development, the entire enterprise down.　　We are also in the transition period, we attach great importance to this issue, and hope that this will lead to more "fast" business attention.　　"topic two" "Fast fashion" to open up online channel odds geometry? Hui: Network business to the offline market erosion is strong, offline companies to open up network business such as "entrepreneurial" offline market on the expansion of the online market can be said to be the theme of the two years, why? The erosion of the online market is too great, alas. Small ornaments have a natural attribute to facilitate online sales, for a simple example, I opened a store on Taobao, specializing in the design of hairpin, my product updates faster than you shop more quickly, at the same time the unlimited space of the network also meet the needs of consumers for product diversification,　　And their target audience is a group of the most enthusiastic consumers of online shopping, this pressure imaginable. and offline expansion of the logic of online marketing is not a system at all, in this case, Ah ah for the representative of the offline business handHold a large amount of resources but it is difficult to cash out, next, they must from the team, the development model, such as a number of basic links, whether relying on large-scale business website, or the platform has a way to go, is indeed "two times".　　Sun Xiong: Consumer experience is a store advantage, the provision of value-added services is the main point of the current online sales momentum is very strong, many companies are also beginning to try online mall model, one is to use their own online store to do, there is the use of Third-party platforms, such as Taobao, which also conform to the trend of consumption.　　However, in my opinion, offline stores have their own advantages, in the development of absolute neglected, such as you buy a pair of shoes, buy a dress, or to try to wear the most appropriate, there will be the ingredients of consumer experience, many consumers are consumption as an experience, where the happiness is not an online alternative.　　At the same time, offline enterprises to do the network can also make their own advantages, a large number of offline stores in the future may be in the sales function has weakened, but in the provision of a variety of services but has a natural advantage, leveraging the ability to open up products value-added services, you can make "two-line interaction" advantage, so that the product's stickiness has been greatly enhanced. Lin Yu: Online under the various advantages, do not rule out a variety of new models of cooperation now many network operators want to enter the offline market, there are many enterprises want to expand online mode, the two have their pros and cons.　　However, I personally as an investor, or prefer to be a bit more secure, offline line to do before the enterprise has a large customer base, compared to retreat and ease some.　　It is the jewelry business to start with Ah Ah, the major network operators have just started, but in the online life is very good, so both sides is not a complete competition, do not rule out there will be a more in-depth mode of cooperation. Ye Goofu: Two times entrepreneurship has been launched, listed to help enterprises transform the current AH Ah transformation has begun, on the online market expansion is one of the important link! At present, alas, the total number of members has more than 70 million, active membership is also more than 20 million, is expected by the end of 2011, the total number of members will exceed the 100 million mark, the number of active members will also be more than 30 million.　　Our platform has not only equipped with jewelry paradise umbrella, Rosa Stockings and even Disney, Swarovski and other high-end brands of goods and we have cooperated, we are constantly improving the stickiness of customers. Next we have to do is the use of online market development, full use of offline resources, with the help of a large number of offline customers, we can and a variety of enterprises to achieve cooperation in exchange for goods and services for our customers to use for integral consumption, or even a variety of value-added services.　　By then, the online purchase of goods is only a small line of service, with the help of the customer integration System, our customers can continue to upgrade services, enhance stickiness. And we will introduce strategic partners in the second half of this year, and in 2013 before and after the completion of the listing, so that the vast number of investors and we together witness the strategic transformation.